Brand news

A Unique Launch of UltraTech's Mission and Vision by Fountainhead MKTG

01 Mar 2017

Fountainhead MKTG, an experiential marketing agency from the Dentsu Aegis Network, recently crafted an innovative experience to launch the vision and mission statement of UltraTech Cement Ltd. For the first time in the history of UltraTech, all their employees across five countries could interact live with the top management.

UltraTech wanted to target all 14,000 employees at one go, so that their communication was revealed to all at the same time. The agency ventured away from a standard event format by introducing an interactive and inclusive chat show forum to launch the brand’s Vision and Mission statement. This tech-advanced forum also ensured that the Senior Leadership Team was accessible to all the employees across 5 countries.

Based on the concept of a chat show forum, the agency produced a newsroom setup in a Mumbai studio from where the entire event was shot live and broadcast across multiple locations. The content was designed to replicate a news show format wherein the opening sequence led to speeches from the MD and 9 CXOs of UltraTech which was interspersed with 3D virtual graphics showcasing the keywords from the brand’s Vision & Mission statement. It was for the first time that the revelation was done by connecting all locations and employees simultaneously with each other. The launch was followed by a live Q&A session where hundreds of questions poured in via webcast and SMS. As the employees across all locations came together to take a pledge, the event concluded on a high note with a signature anthem based on the company values. The song was sung by the employees and was then packaged into a music video.   

The simultaneous events, held across 8 different plants of UltraTech Cement in India, brought together all the UltraTech employees across the globe where they interacted with each other via Outdoor Broadcasting vans and webcasting. The local events were held at various Ultratech plants in places like Chandrapur, Gulbarga, Anantapur, Amreli, Mumbai, Kotputli, Chittorgarh and Raipur, simultaneously. The events were high on engagement with a host of interactive activities for the employees during the regular intervals of live webcast. One of the key highlights of the event was the live Q&A session with the MD and CXOs which saw a huge amount of participation from the employees.

Karan Shah, Group Head - Business Development and Client Servicing, Fountainhead MKTG said, “Right from the stage of studio setup till the live feedback from the employees via webcast, our focus was on handling all the technical aspects very carefully for a smooth show run. The aspect of connecting 14,000 people live across 5 countries was a completely created a sense of inclusiveness and oneness and the response received was enormous.”

Rohan Salvi, Sr. Vice President – Events (West), Fountainhead MKTG added,” Carrying forward our long-standing relationship with UltraTech, we are glad to have partnered once again in this prestigious project to bring together all their employees for the very first time and launch their Vision and Mission statement. I hope this path breaking concept will truly change the face of launch events in the industry.”