The UltraTech Ready Mix Concrete business is part of the USD 43 Billion Aditya Birla Group. It is the largest cement and concrete company in India and the 4th largest in the world. The Ready Mix Concrete business addresses key accounts – large infrastructure projects, construction companies, and contractors. The category were segregated by commoditisation and thus, it was critical to convey UltraTech’s differentiator – a premium and high quality construction material, recommended and used by large infrastructure projects and construction companies. In order to convey this, the approach to UX was focused on grandeur, a position of leadership and ‘beautiful building’. Fountainhead Digital MKTG selected a theme of the ubiquitous ‘UltraTech RMC Truck’ and delivered a website that conveyed the positioning of the brand through the use of large and impressive images, minimal text, easy to access technical specs, and a tonality which conveyed the image of a leader and category expert. The website also clearly indicated geographic spread and accessibility, both critical business levers of the concrete business. Content was customised for different devices and a scope was retained for specialised landing pages for marketing to the specific audience that UltraTech concrete addresses.