SapientRazorfish India creates an inspiring #ColoursOfGrey campaign for UltraTech Cement

UltraTech Cement is India’s largest cement manufacturer. Cement, a grey substance, is used by masons to lay strong foundations for our dreams, who, unlike us, do not have the privilege to celebrate any festival with the same fervour. Their world is encumbered with dust, mud, and cement – a grey world.

This Holi, the brand wanted a 360 degree integrated campaign and a launch campaign that people would remember. Through this campaign, UltraTech Cement leveraged the sentiment of the festival through the eyes of a mason.

VIEW THE SPOT

The campaign endorsed a mason as the prime element in the film to embrace the message of happiness, celebration, and getting together to add colour to the lives of anyone who make our dreams beautiful.

“This Holi, we wanted to highlight that person in our industry who has always been overlooked, but without whom our industry would come to a standstill. That’s what this film does. Honours that special person,” said Vivek Agrawal – ‎Group Executive President & CMO, UltraTech Cement, Aditya Birla Group

“Masons play an important role in the construction chain. It is time that we honoured them for their contribution. As an organisation, we made that happen by adding colour to his life. The film communicates a vital message. SapientRazorfish handled the creatives and the emotions have been captured, beautifully,” added Kumar Pillay, Senior Vice President Marketing Services, UltraTech Cement, Aditya Birla Group

Bharatesh Salian, Vice President, Strategy, SapientRazorfish, Mumbai said, “Brands, have been, over the last decade, getting more sincere in their approach to reaching out to consumers. More often than not, they tend to miss the ones who enrich the experience for the consumer. With #ColoursOfGrey, we were able to put a spotlight on the ones who took the brand experience to another level.” 

“The campaign endorsed a mason as the prime element in the film to embrace the message of happiness and celebration. We wanted masons in the industry to feel part of this festivity,” added Dinesh Swamy, Senior Creative Director, SapientRazorfish, Mumbai

Credits –

Kumar Pillay, Senior Vice President Marketing Services, UltraTech Cement, Aditya Birla Group