UltraTech Cement’s aspirational radio-themed bus stop

UltraTech Cement amplified its brand presence during the Durga Puja celebrations in Kolkata with a major experiential Out-of-Home (OOH) campaign. This activation was strategically designed to celebrate the fundamental aspiration of home building, directly connecting with the festival’s deep-rooted cultural and community sentiment. The idea centered on bringing the brand’s message to life through an interactive and memorable installation. 

The focal point of the campaign was the creation of a massive, specially designed, radio-themed bus stop. This unique structure, boldly branded in the signature yellow of UltraTech Cement, served as a physical embodiment of the brand’s key theme: #BadeIraade (Big Intentions). The installation’s design recalled a classic radio, a device strongly associated with shared experiences and communal gatherings, making it instantly familiar and appealing to the local audience. 

A core component of the experiential setup was the continuous broadcast and celebration of the company’s Individual Home Builders anthem, “Ek Ghar Banaunga” (I Will Build A Home). By transforming a public bus stop into the “Bade Iraadon Ka Radio,” UltraTech Cement allowed the aspirational song to resonate physically within the festive environment. This integration created a platform for collective joy, directly linking the brand to the emotional journey of building a dream home. 

The public response was overwhelmingly positive, validating the power of culturally relevant experiential marketing. The installation attracted over 2.5 million visitors throughout its activation period. Thousands of people actively participated in the celebration by singing along to the theme song, turning the installation from a mere advertisement into a genuine festive activity.