Dalmia Cement (Bharat) (DCBL), the cement major and a subsidiary of Dalmia Bharat, has unveiled a new television commercial campaign titled ‘DSP Ghar Bhar ke Khushiyaan’.
The campaign is clubbed with ‘DSP Har Ghar Happy Offer’ for its Eastern and Northeast markets and ‘DSP Every Home Happy Home Offer’ for its Southern market and aims to incentivise and reward home builders.
Conceptualiased by Ogilvy Creative, the TVC has its origins on an insight based on the deep-rooted Indian tradition that is passed on from generation to generation that no one should leave empty handed from another’s home.
The campaign is anchored on the same emotion that any home builder and purchaser of Dalmia DSP Cement must not go back empty handed. Gifting in India is a medium to convey good wishes, spread happiness and build bonds.
For example, mothers and grandmothers would never return an empty bowl (katori) for anything received and nor any child visiting a relative is ever sent back empty-handed.
The 30-second commercial shows neighbours are exchanging a similar moment and closes with the message that this tradition continues with Dalmia Cement too. The brand promise is not only a strong house but gifts that will fill it with happiness hence ‘DSP Ghar Bhar ke Khushiyaan’.
Every customer is assured gifts to fill their new homes with happiness with luckier customers winning larger prizes like cars, bikes, double door refrigerators and televisions too.
Since December-March is the ideal season for home construction, the campaign will run for the next two months across Bihar, Jharkhand, Odisha, West Bengal in the Eastern region and all seven states of Northeast. In the South and West across Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Telangana and Maharashtra, the campaign begins from January 1, 2023, to February 28, 2023.
A DCBL spokesperson said, “Through this campaign we wanted to resonate how certain traditions provide us a sense of belonging and small acts of generosity can bring cheer. Connecting with this emotion we wanted to offer a similar experience to our valued consumers by filling their new homes with hope and happiness. Dalmia Cement's premium product DSP Cement has witnessed higher demand in target markets. This new offer will further fortify the brand's preference among potential buyers, improve overall sales and growth, and strengthen recall for the brand.”
Creative agency: Ogilvy
Director: Ronak chugh
Music: Dhawal Tandon
Production: Pale Blue Dot
Media Agency: Havas