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UltraTech Cement has partnered with Hoopr Brand Solutions, the creative-tech arm of music licensing platform Hoopr to launch “Ek Ghar Banaunga”, a deeply emotional and inspiring musical campaign. Through this initiative UltraTech aims to honour all those who stay away from their loved ones and work tirelessly to build their own home, the biggest ambition of their life.
The song, “Ek Ghar Banaunga” composed by Apratim Tripathi, penned by Geet Sagar, and sung by Aasa Singh, encapsulates the struggles, sacrifices, and unwavering determination of those striving to build their identity and a better future for their loved ones. By intertwining music with raw human emotion, the campaign reinforces UltraTech Cement’s brand philosophy that a home is not just a structure but a testament to hard work and perseverance. It is the reflection of an individual’s identity and pride and is built only once in a lifetime.
Commenting on the campaign, Ajay Dang. President, Head Marketing, UltraTech Cement, said “Insightful communication, coherent messaging across touchpoints and great creative execution has transformed UltraTech into a meaningfully different and salient consumer brand. For the first time we have explored music as a creative route to forge deeper emotional connection with our audience. ‘Ek Ghar Banauga’ song honors all those who despite the hardship are determined to build their home with their blood, sweat and courage.”
Meghna Mittal, Co-Founder & CRO, Hoopr, stated, “Music has an unparalleled ability to tell stories that people don’t just hear, they feel. With UltraTech Cement, we wanted to create more than a song; we wanted to give a voice to millions of Indians who leave their hometowns to earn a living but hold on to one ambition of building their own home, their identity in their hometown. ‘Ek Ghar Banaunga’ is their song, their journey, and their emotion. Every lyric and every melody in this song is designed to evoke nostalgia, belonging, and the unbreakable bond one has with their roots. We have leveraged deep audience insights to make sure the composition resonates with regional cultures and emotions.”
Gaurav Dagaonkar, Co-Founder & CEO, Hoopr, added, “At Hoopr, we believe that music should be at the core of every brand’s long-term strategy. It is the most powerful medium for driving virality, engagement and deep emotional connections. Our collaboration with UltraTech Cement is an example of how music can elevate brand storytelling beyond conventional advertising to effectively amplify a brand’s proposition. With ‘Ek Ghar Banaunga’, we have infused regional authenticity into the melody, lyrics, and storytelling, making the song deeply personal for those it represents.”
