Birla White is a the official white cement and allied products brand of UltraTech Cement, India’s largest cement company and the number 9 in the world.
Birla White was in the process of making a major strategic brand positioning move – from focussing primarily on architects, interior designers, contractors and other ‘influencers’, the brand was moving towards becoming a true consumer brand. In line with this positioning, Birla White required to modify their online positioning too, to be a brand that truly reflects the glamour of a lifestyle product and resonates their communication “Kaam Perfect Hona Chahiye” (the work should be perfect).
We went right into the depths of the new positioning, taking instances of imagery and tone from everything that was the definition of ‘perfect’. We then developed a design that would work across all devices and thus be accessible to end consumers. We completely redesigned the content style and tone of Birla White, portraying otherwise technical (boring) information in a light-hearted and understandable manner, with interesting infographics. And overall, the entire look and feel of the website screamed ‘designer brand’.
Birla White is well on it’s way to compete with the top players in white cement, wall care and interior design. The well represented product information on the website provides an excellent landing destination for all of the brand’s advertising.