Dalmia DSP Cement attempts to break the clutter with new campaign

Dalmia DSP Cement has come out with their latest ad featuring a robot to highlight the durability and strength of the brand

Over the last few years, we have seen path-breaking and innovative ads in the cement category. It has become a trend lately, that brands in the low-involvement category are also trying to churn out smart content to create strong brand recall. Dalmia DSP Cement has come out with their latest ad featuring a robot to highlight the durability and strength of the brand. This is something, which has not been seen in the category till now.

Ever since Ambuja Cement launched their ad with the Great Khali, brands in the cement category have been majorly using humour and storytelling to stand out. However, Dalmia Cement in their attempt to be different, chose to go the different way. The film has been conceptualized by JWT, Kolkata.

Also Read: Virality lessons from Ambuja Cement’s Khali video

The new DSP cement ad, shows 'D'- the robot as a constant companion for a child, right from his days in the crib to when he gives birth to his own child. The robot dons different roles at various moments - protecter, guide and companion.  The film ends with the voice-over, "With you forever to build the future. Dalmia DSP Cement, the dhalai expert".

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