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UltraTech Cement celebrates role of engineers in creating a modern world

In the film conceptualised and scripted by Infectious, an innocent protagonist gives UltraTech's new Engineer’s Day video an interesting twist

Click on the image to watch the TVC.

UltraTech Cement, a brand known as engineer's choice, has released its new film celebrating the role of engineers in the creation of our modern world. Engineer’s Day is celebrated in India on September 15. The film #DuniyaKisneBanayi uses an interesting, tongue-in-cheek banter between a grandfather and his granddaughter to illustrate this point.

Ajay Dang, Head, Marketing, Joint Executive President at UltraTech Cement, said, “Sometimes the most innocent questions reveal the most profound truths. While we credit the almighty for creating this world, we don’t often express our gratitude towards those responsible for all that is built around us.”

Sanchita Ganguly, Brand Building Head at UltraTech Cement, said, “Pride of profession is derived both from your work place and at home. We decided to focus on the later this year. This video is our sincere attempt to highlight engineers’ contribution to the country's progress from a proud daughter’s perspective.”

The film is conceptualised and scripted by Infectious, the brand’s digital agency on record.

“Engineer’s Day is a big day for UltraTech, a brand that prides itself on being the ‘Engineer’s Choice’. The communication was aimed to not be a ‘proclamation’ of the engineer’s role as a ‘creator’ but as a ‘realisation’ of it for the viewer. Kashif Memon, the director, has struck just the right note of ‘warmth and thankfulness’ the ad was meant to convey,” said Ramanuj Shastry, Co-founder and Director, Infectious.

Client: UltraTech Cement
Client Team:
 Ajay Dang, Sanchita Ganguly, Mahdi Syed
Agency: Infectious
Agency Team:
 Ramanuj Shastry, Nisha Singhania, Upasana Naithani, Sujay Bhosle, Parth Walse Patil, Devansh Chaudhary, Pooja Gadhia
Production House: Mothership Productions
Director: Kashif Memon

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