27th December 2017, New Delhi: Ever since its entry into 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.
Dalmia DSP kicked-off its breakthrough ‘The Dhalai Expert’ 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 is advertised widely on air.
Speaking on the latest ad campaign of Dalmia DSP, Mr. B. K. Singh, Senior Executive Director - Group Marketing, Dalmia Bharat Cement, stated, “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.’’ The new DSP Ad showcases the robot, Mr. D who is the personification of the brand’s strong relationship with consumers through his life”
Dalmia DSP offers ‘Delta 25 Power’, first of its kind, ensuring dense tough concrete for lifelong solidity and carefree durability. Well-researched and scientifically formulated, it provides the construction with life-long stability. Breakthrough ‘BOPP Laminated’ packaging, completely water-resistant and tamper-proof with superior aesthetic look and feel, safeguards the quality of the cement till the point of consumption.
Rationale behind the campaign:
A quick scan of most cement communications revealed an interesting fact. Almost all cement brands talked about the same thing, ‘strength’. A few also talked about strong construction, which is an intrinsic benefit of all cement. Dalmia Cement’s successful history and achievements over the past 75 years was based on being different and bringing new ideas or innovation. Thus the challenge in front was monumental.
An idea needed to be generated that would be relevant for the category yet create a breakthrough for DSP Cement in the minds of the consumers. The TVC, which has been conceptualized by Arjun Mukherjee, VP & ECD of J. Walter Thompson, Kolkata, says, “ 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.”
Objective of the campaign:
There were cement brands which were looked at from the manufacture’s viewpoint of strength and durability. Dalmia Bharat Cement decided to turn the table. Thus came the idea 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.
Approach:
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. Life turns a full circle and the single gesture drives home the point of lasting care and trust for generations to come.
Link of the commercial: http://ift.tt/2BIIh84
Campaign Summary:
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Campaign elements: TV channels and digital media (facebook, YouTube)
Creative Agency: JWT Kolkata
Director: Vinod P Vijay
Creative Director: Arjun Mukherjee
Production House: Lemon Yellow Sun Films
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TVC details
Title of film : The Dhalai Expert
Duration : 40 seconds
Campaign breaks as of : 23rd December 2017
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About Dalmia Cement (Bharat) Limited:
Dalmia Cement (Bharat) Limited (DCBL), a subsidiary of Dalmia Bharat Limited (BSE Code: 533309|NSE Symbol: DALMIABHA and listed in MSE), is a leading player in the cement manufacturing since 1939. It is the third largest cement group in India and has been in existence for more than 75 years. With a growing capacity, currently pegged at 25 MnT, Dalmia Cement is also the third largest manufacturing capacity in the country. Spread across eight states and 11 manufacturing units, the company is also the category leader in super-specialty cements used for oil wells, railway sleepers and air strips and is the country’s largest producer of slag cement.
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About Dalmia Bharat Group
Dalmia Bharat Group (www.dalmiabharat.com) is a leading national player in India’s core manufacturing sector since 1939. With a turnover of over 
10,000 crore it has a leadership position in Cement, Sugar, Refractories. A leader in specialty cements and the country’s largest producer of slag cement, Dalmia Bharat is the world’s greenest cement company. And a leader in Sustainability best practices set to global benchmarks. In generic sugar, the group caters to several marquee brands. It has an enduring and growing customer base in refractories.