Birla White is a brand of the USD 43 billion Aditya Birla Group addressing the ‘White Cement’ category in construction. The range of products offered by Birla White covers wall care putty, finishing and decorative products. The brand was at the cusp of a major brand repositioning and communication campaign, and required a website that conveyed the same messaging and also became an engagement platform for their customers as well as their influencers – architects, designers, contractors, etc. Fountainhead Digital MKTG engaged with Birla White through a detailed UX exercise which visually translated the positioning of the brand while also building multiple tools and calculators for engagement. The website also featured contests and other participatory platforms customised for the different user groups. Social plug-ins and connections encouraged the share ability of the content and formed the basis for future digital campaigns.