Dalmia Cement Launches Campaign On Lockdown Experiences

November 11, 2020

Dalmia Cement on November 10 launched Apni Personal Space- a digital campaign which focusses on consumers’ lives during the COVID-19 lockdown.

The campaign is led by two digital films- which focus on the family life of two couples, and how they see their present and future, of living together with the challenges and joys of being at home for a prolonged period.

The campaign’s main insight, ‘It’s not just about staying together, but staying together, happily’ drives the narrative forward.

“The last few months have been a once-in-a-lifetime experience for all of us," said Pramesh Arya, Executive Director- Marketing, Dalmia Cement (Bharat) Limited.

"During our field teams’ outreach efforts, we learnt consumers around the country have already been thinking about how to make their homes future-ready," Arya added.

"All of us are thinking about our quality of life in a new way today and Dalmia Cement’s promise of Future Today will help consumers take this thought forward in their home building journey," he added.

“This campaign brings alive Dalmia Cement’s core promise, Future Today, in the context of the evolved need of housebuilders today," said Neeraj Sancheti, CEO and Co-founder, Kreativ Street.

"With more and more people working from home, the need for personal space is a real thing now. It not just affects work but also everyone’s mental peace," he added.

"Based on this insight, we crafted these two films to start the conversation around the need for personal space," he further said.

The campaign by Dalmia Cement was conceptualised by Kreativ Street.

In may be mentioned here that during the lockdown period, and the various Unlock phases, Dalmia Cement has offered a complete suite of services to consumers virtually, helping continue and start construction at a time when labour shortage, local lockdowns and other challenges have impacted the construction process.

With the lockdown easing, construction is rapidly picking pace in regions with low infection rates. The increasing availability of labour in most markets has also helped.

The campaign is live on YouTube, Facebook and other digital channels, and the brand is also rolling out a comprehensive influencer marketing strategy to increase engagement.

Consumers will be asked to share their own #ApniPersonalSpace stories through the campaign website site and the brand’s social media channels as they make plans for their future homes.


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