Dalmia Cement – Personal Space

The pandemic-induced lockdown was a once-in-a-lifetime experience for everyone. Businesses were shut, people were self-quarantined at home and the world took a pause. The story wasn’t different for the cement category as well. Building or renovating a home wasn’t even in the mind of consumers, forget it being a priority. Given the situation, Dalmia Cement, one of the leading cement brands in the category, wanted to stay relevant for its consumers and engage with them with the objective of retaining the brand recall. All this in a situation where the product consumption was out of the question for most consumers. 

The campaign was based on a very simple insight of the need for personal space which became even more relevant and visible in the lives of the consumers given the pandemic-induced lockdown. Families were spending 24×7 together, often treading on each other’s shoes because they have never lived like this before. Hence, the need for personal space was strongly felt by all consumer classes.