By A Correspondent

DSP Cement, the premium offering from Dalmia Bharat Cement stable, has unveiled a TVC to reinstate its positioning as ‘The Dhalai Expert’.The TVC has been created by JWT, Kolkata.

Speaking on the campaign, 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.’’

Added Arjun Mukherjee, VP & ECD of J Walter Thompson, Kolkata: “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 certain warmth and makes the entire proposition a lot more believable.”