Dalmia Cement launches ‘Ghar Bhar ke Khushiyaan’ TVC campaign

India, January 2, 2022: Dalmia Cement (Bharat) Limited (DCBL), a leading Indian cement major and a subsidiary of Dalmia Bharat Limited, unveiled a new television commercial campaign called ‘DSP Ghar Bhar ke Khushiyaan’. The promotion will be live from 1st January 2023 to 28th February 2023 across all its major markets. 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 incentivize and reward home builders.

Conceptualized by Ogilvy Creative, the TVC is conceptualized on an insight based on our deep-rooted Indian tradition that is passed on from generation to generation that no one should leave empty handed from another’ 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 sec commercial features show 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 the following regions Bihar, Jharkhand, Odisha, West Bengal in the Eastern region and all seven states of Northeast from 15th Dec'22 to 15th Feb'23. In the South and West across Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Telangana and Maharashtra, the campaign begins from 1st January 2023 – 28th February 2023. It will be promoted across all marketing channels.

Creative agency: Ogilvy

Director: Ronak chugh

Music: Dhawal Tandon

Production: Pale Blue Dot

Media Agency: Havas

Commenting on the marketing campaign, 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.”

About Dalmia Cement (Bharat) Ltd:

Dalmia Cement (Bharat) Limited (DCBL), a subsidiary of Dalmia Bharat Limited (BSE Code: 542216|NSE Symbol: DALBHARAT and listed in MSE), is a leading player in the cement manufacturing segment and has been in existence since 1939. Dalmia Cement (Bharat) Limited prides itself at having one of the lowest carbon footprints in the cement world globally. It is the first cement company to commit to RE100, EP100 & EV100 – showing real business leadership in the clean energy transition by taking a joined-up approach. With a growing capacity, currently pegged at 37 million tonnes, Dalmia Cement also has the fourth-largest cement manufacturing capacity in India. Spread across 10 states and 14 manufacturing units, the company is a category leader in super-specialty cement used for oil well, railway sleepers and airstrips and is the country’s largest producer of slag cement. Visit us at http://www.dalmiacement.com.

Media Contact:

Pooja Bharadwaj
Email: Bharadwaj.pooja@dalmiabharat.com