Launching the tiling solutions range for a $7.9 billion building materials powerhouse group

Building Materials

We led the strategic design and brand transformation for UltraTech Cement, redefining its category extension from Tile Adhesives to Tiling Solutions with a more end consumer appropriate approach.

BUILDING MATERIAL

2021-2022

We led the strategic design and brand transformation for UltraTech Cement, redefining its category extension from Tile Adhesives to Tiling Solutions with a more end consumer appropriate approach

High Impact Goal

Enable Ultratech to transition from the existing Tile Adhesives category to Tiling Solutions category and establish it as the leading provider of attainable tiling solutions for Independent Home Builders (IHBs) in India.

Functional Practice Areas

Business & Brand

Broad Scope of Work

Brand Extension
Rebranding of Products

2021-2022

Approach

The approach began with simplifying and redefining UltraTech’s ’tile adhesives’ category, introducing a consumer-friendly name in the form of ‘tiling solutions’. The aim was to convince Independent Home Builders (IHBs) to move away from using plain cement as a tile adhesive and start using UltraTech’s specialised offering that housed two product brands instead.

Subsequently, we developed a visual design strategy aimed at creating dynamic product brand wordmarks that authentically embody the parent brand’s values. The packaging design for these product brands was then conceived to visually narrate the entire product journey, ensuring easy comprehension for Independent Home Builders (IHBs) regarding the product and its application.

Business Impact

Transformed UltraTech’s tile adhesives into a standout product, simplifying the technical aspects and boosting consumer appeal. Through a unique positioning and striking visual identity for their products, UltraTech now holds its ground in the industry, standing out from legacy adhesive brands.

Working closely with Ultratech, our team helped them extend their brand from ‘cement’ to ‘tile adhesives’ category. Through intensive research, we realised that the category needed a consumer friendly name and redefined it as ‘tiling solutions’. Additionally, we created a distinctive brand and packaging design that would appeal to Independent Home Builders while remaining both aspirational and accessible.This timely strategic shift coupled with excellent execution allowed Ultratech to incorporate products like tile binders and tile grouts into the same category and reposition itself as a 'specialised cement’.

With unswerving determination and attention to detail, his solution set the stage for a successful market launch. Shamik's dedication and innovative approach helped us build a premium image, achieving the desired impact.