UltraTech turns its logo into an AI+AR home-building expert — 'UltraTech Se Poocho'

Building a home is a once-in-a-lifetime project for about 90% of Indians, and the sequence of decisions — plot, design, materials, contractor, budget — overwhelms people who have no trusted advisor to ask. UltraTech Cement, the country's leading cement brand, had launched BaatGharKi, a series of expert-driven home-building guides on YouTube, but the guides were only a one-way broadcast.

Mindshare, the GroupM agency, saw the logo itself as the untapped door. The 'UltraTech Se Poocho' (Ask UltraTech) campaign used AI Vision to recognize the UltraTech logo wherever it appeared, augmented reality to turn the scanned mark into a 3D home-building engineer, and a generative-AI WhatsApp bot that answered build questions and served thousands of stage-by-stage videos. Any logo — on a cement bag, a dealer board, a painted wall — became a portal once consumers scanned a QR code or followed a link.

The trick was converting static media spend into a utility: the same impressions UltraTech was already buying began doing work. The campaign was described by the agencies as category-first for construction, turning the packaging itself into a medium, and Mindshare's South Asia CEO Amin Lakhani framed it as bridging 'technology and trust' for one of people's biggest investments.

No sales or engagement figures were published in the launch coverage; its immediate reward was press attention and a new benchmark for how a materials brand can make its mark functional.