"Our brand is built around the attributes of 'modernity', 'quality' and 'technological superiority."

Indian Cement Review
09 July 2015

In our quest for brand evolution, we have now taken the next leap with our new positioning 'Build Beautiful.' The brand has evolved to partner with engineers and architects in their quest to make style statements with their structures and to build a beautiful new India, says O P Puranmalka, Managing Director, UltraTech Cement. Excerpts from the interview...

The shift towards green and sustainability does not seem to be reflected in brand positioning. What is your take on this?
Though the concern for a greener environment may not be directly visible in our positioning, an engineer trusting our brand indirectly reinforces our focus on sustainability and green initiatives. Our emphasis has always been on use of blended cements (fly ash or slag) which have lesser carbon footprint. Engineers also champion the cause of creating a greener environment and have always trusted our brand in this regard. UltraTech has been at the forefront when it comes to green initiatives. Right from the manufacturing process to logistics, we take measures to preserve our environment. A brand reflects the strategy and products of an organisation. So, as buildings became taller and space was at a premium in urban India, there was a need to make innovative products that are lighter in weight. We forayed into AAC blocks which are an a;lternative to regular bricks in construction. We are also into waterproofing solutions, grouting solutions and jointing mortars, making life easier for construction personnel and assuring value to our customers from 'foundation to finish.' All these products are environment friendly.

Ultratech has extensively made use of electronic media, especially when it comes to cricket and films to enhance the brand.
Despite the general perception that cement is a commodity business, UltraTech Cement has deftly used the platforms of cricket and films along with the more traditional forms of promotion. Cricket is next to religion in India, and cinema is in our blood. Across generations, people are glued to cricket and cinema. Our presence across these platforms gives us strong brand exposure and top-of-the-mind recall which is important, especially in the case of individual home builders as their buying is guided by brand familiarity. Cricket also acts as a motivator for our dealers and they take pride in associating themselves with a brand connected with this popular sport. The in-film branding with Chak De India and our association with the Indian Premier League as the principal team sponsor of Rajasthan Royals has made UltraTech a youthful brand. We are also involved in in-stadia advertising during cricket matches, both in ODIs and tests in India, as well as IPL matches involving Rajasthan Royals.

Instead of a celebrity it is always an engineer who is in the centre stage.
That's true. An engineer is someone who is totally involved in construction. An engineer endorsing your product reinforces the confidence that the cement is tried by him and that the brand is trustworthy. Construction, on the other hand, is a serious business as the customer expects his creations to last a lifetime.