UltraTech Cement’s Interactive Campaign with Mindshare Spins Innovation – Unpacking Immersive Experiences

Mindshare, a global marketing and content agency, created an innovative campaign for UltraTech Cement, a leading cement manufacturer in India. The campaign, titled “Exploring Experiential”, aimed to reposition the brand from a B2B-focused cement manufacturer to a consumer-facing, experience-led brand. The campaign combined digital and offline tactics to engage with target audiences, including young professionals and homeowners. Key components included interactive installations, live events, and social media engagement. The “Sense My World” campaign featured a 360-degree, immersive experience that allowed consumers to “taste” the feeling of a new, high-quality concrete mix. Additionally, a “Heritage Walk” installation showcased the company’s 125-year history through an immersive, 360-degree journey. The campaign drove a significant increase in brand visibility, emotion, and recall, with a 30% increase in brand mentions on social media and a 25% increase in website traffic. The campaign won several awards, including a Cannes Lions award for Innovation.