Out-of-home agency Clear Channel has recently done a campaign on UltraTech Cement, to convey ‘Birla Plus is now UltraTech’. The widespread activity was planned and executed over a two-week period. Birla Plus Cements, a brand of Grasim Industries of the Aditya Birla Group, has been renamed as UltraTech, and would comprise 90 per cent of the Group’s total cement business under the new brand name, while the Group’s regional brands would account for rest of the business.
According to Robin Carruthers, National Head, Clear Channel India, “The brief was to communicate the conversion of the cement brand name from Birla Plus to UltraTech. The company wanted to portray the core brand values of UltraTech. Clear Channel has installed 1,350 sites in 82 cities in just 19 hours.”
The tag line for the campaign is ‘Jaan wahi pehchan nayi’. Carruthers added, “UltraTech had planned that all advertising media being used would commence on the new campaign at the same time. In order to make that possible across the country, the outdoor team spent many hours trying to figure the logistics of printing and putting up 1,350 sites simultaneously in 82 cities across nine states. The launch date of the campaign was October 12. Over three lakh square feet media were put up across the country.”
Aditya Birla Group’s Birla Plus Cement renamed as UltraTech