Humanoid Robot tells endearing story in Dalmia DSP Cement's latest ad campaign

Dalmia DSP Cement uses a futuristic perspective in it latest ad campaign while using a humanoid robot to uniquely represent the relationship with a human touch. 

The ad represents a technologically superior cement – which is a Dhalai Expert, from the house of Dalmia DSP. The challenge was taken up by J Walter Thompson, Kolkata and devlivered in quite a unique way. And to drive home the point of technological superiority, 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, 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 a certain warmth and makes the entire proposition a lot more believable.”

Speaking on the latest Ad campaign by 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”

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.