Dalmia Cement has rolled out a campaign ‘DSP Ghar Bhar ke Khushiyaan’ (DSP a house full of happiness).
Conceptualised by Ogilvy, the film aims to propagate an India tradition that no one returns a bowl empty. Two young men come to their neighbour's house to return a bowl. At the entry of the lady's house, she tells them that they visit her often to borrow sugar, but to return a bowl they've taken a month. One of the men replies saying that they took a month to perfect a sweet dish to avoid returning the bowl empty. When the woman asks them what's the occasion, they reply that as tradition goes you shouldn't return a vessel empty to the owner.
A DCBL spokesperson said, “Through this campaign, we wanted to resonate how certain traditions provide us with 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.”
Client: Dalmia Cement
Media agency: Havas
Director: Ronak Chugh
Production: Pale Blue Dot