To create communication in the already cluttered cement category is a tricky business. With established players hogging mind space and the buyer’s entire life savings and dreams at stake, loyalties and preferences are coloured by perception, influencers, and friends. In such a category, to launch a new cement, is a big task.
So, when Dalmia created a truly technologically superior cement – which is a Dhalai Expert, the challenge for J Walter Thompson Kolkata was quite unique. How do you promote technical superiority in a category where most players resort to conveying strength and consumers believe that cement brands can’t be vastly different from one another.
At a product level, Dalmia DSP Cement, is truly the Dhalai Expert. It is power packed with 25 tell-tale benefits, something unheard of in the category.
To drive home the point, the agency coined the term Delta 25 Power – a RTB to the claim, Dhalai Expert. In short 25 benefits now in one cement. And thus ‘Mr. D’ was born – a personification of the Dhalai Expert as a humanoid robot; a metaphor of technical superiority. His presence meant to make the science behind the cement more endearing and believable for the common consumer.
The TVC shows Mr. D as a constant companion to a kid in sun or rain throughout his life until he grows up. From his days in the crib to the first baby steps… to adolescence and finally as a grown-up … Mr. D plays various roles. At times a teacher, at times a guardian angel, sometimes a friend and at times just 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. Life turns a full circle long and the single gesture drives home the point of lasting care and trust for generations to come.
Arjun Mukherjee, VP & ECD of J Walter Thompson Kolkata, said, “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 a certain warmth and makes the entire proposition a lot more believable.”
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”
Produced by Lemon Yellow Sun Films and directed by Vinod P Vijay, the film is shot in Poland with No Label, Krakow as the CGI team.
Chief Creative Officer: Senthil Kumar
VP & ECD : Arjun Mukherjee
Copy Supervisor: Anurag Acharya
Client Servicing Team: Ayan Chakraborty, Soumya Chowdhury, Krishnaroop Chakraborty
Production House – Lemon Yellow Sun Films
Director – Vinod P Vijay
CGI – No Label, Poland