MUMBAI: Ever since its entry into the Eastern market, DSP Cement, the premium offering from Dalmia Bharat Cement stable, has successfully established itself as a new quality benchmark for all dhalai applications. For the first time, Dalmia Bharat has unveiled its new Dalmia DSP TVC to reinstate its positioning as ‘the dhalai expert’.

There were cement brands which were looked at from the manufacturer’s viewpoint of strength and durability. Dalmia Bharat Cement decided to turn the table. The objective of the campaign was to introduce Mr D, a friendly Robot which is a representation of the futuristic role played by DSP Cement as the dhalai expert providing the best solutions in a consumer’s life. 

The TVC shows Mr D as a constant companion to a kid, in sun or rain, throughout his life until he grows up. He is a constant friend & support right from days in the cradle, to the first baby steps to adolescence and finally as a grown-up. He is there as a teacher, a guardian angel, sometimes as a friend and at times just as a caregiver. And finally, when the moment arrives, he dons the expert hat and helps our protagonist and his wife choose the right material for their dream home. The film ends on an emotional high when the wife hands over their new-born to Mr D with the same trust and faith.

Dalmia DSP kicked-off its breakthrough campaign aiming to connect directly with the consumers. In a clear shift from the oft-repeated ‘strong construction’ proposition in cement category communication, the TVC is unique as it helps the viewer to relate more to the inherent qualities of the brand through the robot Mr D becoming a part of people’s lives and their stories. 

The TVC has been created by JWT, Kolkata and will see a 360 degree marketing across all traditional and new media platforms. 

Dalmia Bharat Cement senior executive director of group marketing BK Singh says, “Dalmia DSP is the coming together of the best technological innovation and highest product quality to deliver durability for generations. Dalmia DSP plays a critical role in the lives of people and will continue to provide progressive ideas and thought leadership for the industry. We are here to stay and build the new world.’’

JWT Kolkata VP and ECD Arjun Mukherjee adds, “To justify the superiority of Dalmia DSP Cement we decided to build on the futuristic platform. However, the challenge was also to give an emotional hook to a technology product. We took extreme care to play up the softer attributes of the robot so that he exudes certain warmth and makes the entire proposition a lot more believable.”