BIRLA WHITE

Birla White is a UltraTech Cement Ltd. unit, the Aditya Birla Group's flagship of US$ 41 billion. Birla
White began producing white cement in India in 1988 and cemented position as a market leader
since that time. The brand boasts an impressive portfolio of white cement-based surface finishing
products that not only require exquisite interior design, but also protect surfaces from weathering.
The company has continually reinvented itself, creating products that meet the needs of evolving
customer preferences and desires and becoming an important part of India's construction
evolution.
Market
Having a building consisting of four walls and a roof is no longer sufficient in this environment
where frenzied infrastructural development is taking place and planned housing and office
projects are being built at a rapid pace. Birla White spotted this emerging opportunity for the first
time. It quickly identified market trends to strengthen its position in the industry and created and
launched a plethora of innovative, white cement-based surface wall finishing products with the
most popular being White Putty.
Achievements
Birla White's most significant accomplishment is the positive introduction of consumers to a new
product in an untried and untested segment. Given the inherent “resistance to change” that
people possess, their growth in a whole new market is a testament to its determination and the
fine art of advertising excellence. The company embarked on a capacity expansion program thanks
to the consumer pull that its initiatives could gain. At the same time, production facilities were
upgraded with state-of - the-art machinery, high-speed packaging machines, process automation,
and world-class research and development. In the last few years, company has specially focused
on its marketing campaigns.
Promotion
Over the years, Birla White realized that they had to capitalize on its inherent value as a product
of decoration in order to reach audiences. Thus, they came up with research-aided positioning,
'My Kind of Design'. In contrast to the above-the-line initiative, detailed site presentations were
used. In fact, the company takes this medium diligently that it has created an autonomous
technical cell to provide both recipients and actual applicators with the requisite training,
assistance and guidance.
Key Highlights:
Birla White is the preferred white cement in 26 countries across the globe
First company in India to introduce white cement in convenient small packs, breaking conventional
norms; also, first eco-friendly white cement in India
CE (Communauté Européenne) – the certification to sell in the European Union – was first earned
in India by Birla White
 CAMPAIGNS
TVC and OTT Platforms
The company has created 21 advertisements till date. These ads are for TV and OTT platforms like
Hotstar, Amazon Prime etc.

Print Media
Birla White cement has outdoor campaigns which urges house owners to use Birla White cement
Wall Care Putty to prevent flaking of their walls due to moisture and other factors. The duration
of the OOH activity has been charted keeping the festive season in mind. It targets Delhi NCR and
Punjab. The campaign is executed by Ansh Media Services.
The objective of this campaign is to create awareness and brand recall across Delhi NCR and Punjab.
The media formats used in the campaign include billboards, pole kiosks, and flyover pillars. The
idea is to draw maximum mileage from the outdoor campaign in the festive season. Basis clients
briefing, our team worked out the campaign in the key areas and markets of strategic importance
to the brand. The agency also put up temporary cut-outs at strategic junctions of the city to create
additional visibility. The main target of this campaign was to garner a healthy number of eyeballs
which would in turn encourage the people to use Birla White cement.
 Digital Media
#BarfSeBhiSafed
This latest campaign involves a Polar Bear which is made happy because of the “Barf se bhi Safed”
putty the company offers. The campaign has just been launched in November.

#DhoolMittiSeAzaadi
It was a campaign on re-paint putty which makes it 38% faster to paint. They launched the
campaign on various social media platforms. A digital campaign for social media. They created ads
in 6 different languages – English, Hindi, Kannada, Bengali, Telugu and Tamil for connect with
regional target segment.
They also ran contests on different social media handles- Facebook, Twitter, Instagram and the
winners were rewarded with hampers, discount offers and shout-outs.

Also, under the same campaign, they were offering free consultation by Birla White Re-Paint Putty
Experts.
#LooseYaaniNoUse
Company is running a campaign against loose putty,
conveying about its bad quality chalk which has spurious
white filler constituents like gypsum and plaster of Paris, and
suggesting consumers to buy packet putty. Company
released 8 videos on Youtube conveying message about
different parameters like Mixing, Quality Assurance,
Moisture, Pricing etc to encourage consumers to buy Birla
White Packet putty rather than loose putty.
 PUBLIC RELATIONS CAMPAIGNS
In order to enhance its public relations, Birla has different mix of paid media, owned media and
earned media to promote its initiatives. Company has developed their PR campaigns in a way that
they contribute to the social causes as well as government initiatives such as women
empowerment and ‘Make in India Campaign’ respectively. These PR initiatives has been targeted
towards urban, semi-urban and rural populations.
Birla White has presence across both Online and Offline channels in the form of Events, Blogs, PR
Campaigns like Awards etc.

Women Cement Contractor

Birla White has taken various initiatives to encourage women to embark on a career in the
profession of Painting Homes that has been an unconventional career option till now. Through
their specialized training programs for Vikas, they impart knowledge on painting products and
applications to women painters and contractors. The newly acquired skills enabled them to earn
1.5 + times their previous profession, thus enhancing their livelihood and empowering them to be
their own boss. Through this new initiative, 160 + women have earned their livelihood. The aim is
to reach nearly 300 people. Birla White provides related training programs on surface finishing
items such as paints, Wallcare Putty, Textura and its applications to the rural women.
Creating a workforce with relevant knowledge on surface finishing products is crucial with the
advent of new technologies and keeping pace with the highly demanding competition in the
building materials sector. Birla White's training program is an opportunity to engage and teach
rural women about job opportunities. Most of the training program participants, from the village
of Laxmi, were unskilled workers earning INR 300 to 350 a day. Their newly acquired skills allowed
them to earn about INR 650-750 a day, thus improving their lifestyle and source of income. In India,
women tend to be associated with certain jobs, such as basic agriculture, handicraft and
elementary services.
Such industries, however, have not seen growth in jobs over the years, hampering the
participation of women. Due to the scarcity of appropriate jobs at the local level, there is a drop
in female labor force participation. On the other hand, in the paint and putty industries, there is a
huge opportunity and need for skilled strength. Women should have access to more such positions,
and to increase their participation, working conditions should be improved for them. In India, 45%
of employers are unable to find the talent they need and are still struggling to tap the workforce
of women. India's economy will benefit a huge USD 1 trillion and increase its GDP by 16% if it
achieves gender equality. Birla White has focused a lot on this Social Cause campaign.
 Yuva Ratna Awards

Birla White Yuvaratna is now in its 15th year and has grown among the architectural fraternity in
participation and popularity. This has helped the company reach the student of architecture
through the institutes on a pan-India basis and catch them young before becoming a professional.
The contest focuses on defining and promoting innovative awareness and development capacity
with two distinct and unique briefs of design. Participants are expected to illustrate and present
in a unique way their intellectual understanding of the given theme.
A design challenge contest for architectural brotherhood, 'Birla White YuvaRatna' motivates young
aspiring students to design the new capital city of Andhra Pradesh, Amaravathi. Inspired by the
dream of 'Made in India' for building a beautiful India by Prime Minister Narendra Modi, aspiring
young creative minds made architecture to turn Amaravathi into a smart city of its first kind. This
contest attracted huge participation from all over India and Nepal, attracting over 2000 entries
from 100 institutes. This year, Yuvaratna is taking a step ahead in challenging the future architects
to use their ingenuity on innovative designs, patterns and finishes using Birla White’s Value Added
Products.
By these measures, Birla White aims to inspire architects to think out of the box and build beautiful
and smart new designs. Ideas will help to build smart cities in the days to come that will become
the pride of a new India. In addition, through YuvaRatna, company aims to bridge the gap between
theory-based education and skill-based development. Birla White works with all stakeholders in
the construction industry in close association and collaboration to materialize the vision of the
government to build a great nation. The newest allies to this task - India's Young Students will be
motivated and empowered by the YuvaRatna competition, and together they will contribute with
all their heart to building a better future.
 Blogs
As a part of their owned media communication with their stakeholders, Birla White Putty publishes
blogs on its website on regular intervals. Paints are usually considered to be a low involvement
product. In earlier times, the decision of the brand was taken by the builder/contractor and the
home owners are not involved much in the process due to lack of knowledge and information
available to general audience about choosing the right paints and its implications. To overcome
this gap of decision making on consumer side, the company leveraged its owned media platforms
to educate its customers. The topics of these blogs ranges from informative genre such as
application process of applying Birla White Care Putty to helping customers make their decisions
such as renovation of home to choosing right type of putty for their home, etc. With this initiative,
Birla wants to increase the involvement of customers in buying decisions.