September 2021: UltraTech Cement has been recognised as the 'Brand of the Year' at the 10th edition of MMA Smarties India, one of the leading mobile marketing awards in India organised by the Mobile Marketing Association. UltraTech also bagged three Gold trophies and two Silver trophies for its #BaatGharKi and #ChanceNaLo campaigns.
The ‘Brand of the Year’ award is considered amongst the most esteemed ones given to brands for effective use of mobile marketing. UltraTech won three gold trophies in the following categories- Video Advertising, Best Use of Vernacular Language in Mobile Advertising and Best Use of Branded Content. The two Silver trophies were bagged under Cross Channel Integration and Native Advertising categories.
The jury for the Smarties Awards comprises of senior brand marketers and advertising leaders. The Awards received entries from diverse sectors such as FMCG, telecommunications, banking, and sports.
The Mobile Marketing Association (MMA) announced winners for the 10th annual MMA Smarties India Awards 2021 on 24th September 2021. The awards ceremony, held through a virtual event, honoured excellent mobile strategies that address specific business challenges through the creative use of mobile technologies.
UltraTech’s winning campaign, #BaatGharKi, was conceptualised keeping in mind the Individual Home Builders' (IHB) true motivation behind building a home. A home builder sees a home, not just as a structure but as an important life milestone. Most IHBs often feel the need for an expert to empower them in the process of building their first home. This award-winning campaign engaged with IHBs through a series of impressive television, audio, on-ground and digital content, including social media explaining the process of home building. For its huge connect with IHBs, this campaign has won 24 awards across different platforms so far. The three gold awards and a silver award at MMA Smarties are the latest additions to this impressive list.
The #ChanceNaLo campaign, which bagged a silver trophy at the MMA Smarties, emphasises on the irreversibility of the decision of using the right cement in the process of home building.