12. Rationale
•Unmatched strength,trust,resilience and finest
quality
•Clean and vibrant into a single entity.
• logo with premium look
•Strength and trust
•Classy, modern look.
•Black and grey emphasizing commitment as
long term player.
•Modern and vibrant outlook.
•Eye and mind catchy
29. HISTORY
• 2000-Incorporated as L&T Cement Limited.
• 2004 JULY-Grasim acquired management control
• OCT 2004-Name changed to UltraTech Cement Limited
31. •The UltraTech brand is built around the attributes of
'modernity', 'quality' and 'technological superiority'.
•Based on these defining factors the brand is positioned as
the expert for all construction needs..
BRAND RATIONALE
39. 'Build Beautiful.'
The brand has evolved to partner with engineers and
architects in their mission to make style statements with their
structures and to build a beautiful new India,
NEW COMMUNICATION
43. 1994
Zuari entered the Cement business to operate the Texmaco
Cement Plant
1995
Texmaco’s Plant at Yerraguntla was taken over by Zuari and a
Cement Division was formed
2000
Zuari Cement Limited was born, when Zuari Industries entered
into a Joint Venture with the Italcementi Group, the 5th largest
producer of Cement in the world
2002 Zuari Cement took over Sri Vishnu Cement Limited
2006 Zuari Cement becomes 100% subsidiary of Italcementi Group
BRAND HISTORY
46. CAMPAIGN DATE: August 2010.
LAUNCH PHASE: six-eight week
MASCOT USED IN CAMPAIGN: Elephant
CORE PROPOSITION: Strength
POSITIONING :Asli Taaqat Ka Champion
TARGET GROUP:Architects, engineers, contractors, masons and
current/prospective individual home builders.
COMMUNICATION STRATEGY
47. •The company had invested early in creating a clear
communication strategy and now have the unique tag
line 'Asli taqat ka champion'.
•The Award winning commercial made by Zuari Cement
with the champion elephant continues to win hearts
amongst the customers and specifiers.
•With a superior quality product,transparent
policies,committed marketing,sales & technical service
team Zuari cement brand have created a 'champion'
reputation in all the markets it operates.
COMMUNICATION STRATEGY
69. HALC CEMENT (DALMIA ULTRA)
HALC : Higher Alite Lower Celite
HALC's unique characteristics :
Very low heat of hydration, lower water-cement ratio and
higher one day strength help produce superior quality
73. • Press releases during new identity launch
(Ultratech,Zuari,Birla A1)
• Announcement of new identity in website
• TVC announcing the change during launch
(Ultratech,Zuari)
• Follow up activities (Trade & Outdoor)to announce/maintain the
new identity created with new collaterals.
FINDINGS
76. PHASE2-LAUNCH
ANNOUNCEMENT : (AP/TS/TN/KA/KE/ORISSA/BIHAR/KOLKATA)
• Launch event in East/West/North & South-One city each region
• Logo & AV with new identity (Employees & stake holders)
• Letter from chairman to all employees & stake holders announcing
new identity
• Press release announcing the new identity
• Website update ,Social media
ATL:
• Announcement of new identity in leading print media
(Newspapers/Industry Magazines)
• Logo Transition AV to be made-Aired on TV/Theaters.
• New radio jingle aired in radio stations.
PAKAGING
• Change with new identity
77. PHASE 3-FOLLOW UP
REPLACE ALL THE AREAS WHERE OLD IDENTITY IS PRESENT.
Corporate:
• Office Branding (Corporate/Regional/Factories)
• Stationary
• Employee give away
Trade(POP)
• Letter from Chairman/MD to trade partners announcement of new
Identity
• Shop painting, Dealer boards with new identity.
• Posters,Danglers with new identity.
• Give aways ( Pens,Keychains,T shirts,Caps etc ) with new identity.
• Brochures.
78. Outdoor
• Wall Painting (Hi rise/Low rise)
• Hoardings
• Bus panels
• Bus shelters
• Railway station
• Bus station
Events and Associations:
• Industry Related.
Have a continuous brand presence and sustain for long time.
PHASE 3-FOLLOW UP
100. The font of ACC is consistent right from the brand
inception.
The only change is in the color and positioning
statements /communication.
The emotional connect was established consistently
in all the TVC’s released from the brand inception.
Communication: Long lasting, for generations
FINDINGS
111. The new identity change is made in avery suttle way.
The mascot remains the same from its inception till now..
The only change is modernity is brought in the mascot
without loosing the connect with the old.
The positioning “ Strength’ is communicated through out
the TVC’s consistently from the brand inception.
Communication: Strength
