MAM
Dalmia Cement introduces robot Mr D
MUMBAI: Ever since its entry into the Eastern market, DSP Cement, the premium offering from Dalmia Bharat Cement stable, has successfully established itself as a new quality benchmark for all dhalai applications. For the first time, Dalmia Bharat has unveiled its new Dalmia DSP TVC to reinstate its positioning as ‘the dhalai expert’.
There were cement brands which were looked at from the manufacturer’s viewpoint of strength and durability. Dalmia Bharat Cement decided to turn the table. The objective of the campaign was to introduce Mr D, a friendly Robot which is a representation of the futuristic role played by DSP Cement as the dhalai expert providing the best solutions in a consumer’s life.
The TVC shows Mr D as a constant companion to a kid, in sun or rain, throughout his life until he grows up. He is a constant friend & support right from days in the cradle, to the first baby steps to adolescence and finally as a grown-up. He is there as a teacher, a guardian angel, sometimes as a friend and at times just as a caregiver. And finally, when the moment arrives, he dons the expert hat and helps our protagonist and his wife choose the right material for their dream home. The film ends on an emotional high when the wife hands over their new-born to Mr D with the same trust and faith.
Dalmia DSP kicked-off its breakthrough campaign aiming to connect directly with the consumers. In a clear shift from the oft-repeated ‘strong construction’ proposition in cement category communication, the TVC is unique as it helps the viewer to relate more to the inherent qualities of the brand through the robot Mr D becoming a part of people’s lives and their stories.
The TVC has been created by JWT, Kolkata and will see a 360 degree marketing across all traditional and new media platforms.
Dalmia Bharat Cement senior executive director of group marketing BK Singh says, “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.’’
JWT Kolkata VP and ECD Arjun Mukherjee adds, “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.”
MAM
Ajio launches Dhurandhar merchandise collection with Jio Studios
Limited edition range inspired by the film starts at Rs 349 on Ajio.
MUMBAI: When cinema meets the wardrobe, fandom doesn’t just stay on the screen, it walks out onto the street. Ajio, India’s fashion e-commerce platform, has launched an exclusive merchandise collection inspired by the spy-action film Dhurandhar, extending the film’s bold on-screen personality into everyday fashion.
The limited-edition range has been created in collaboration with Jio Studios and features graphic driven apparel and statement silhouettes that draw directly from the film’s high-energy aesthetic and characters.
Designed to appeal to both movie fans and style conscious shoppers, the collection translates the cinematic swagger of Dhurandhar into wearable fashion pieces starting at Rs 349.
The collection includes graphic T-shirts featuring iconic movie quotes, signature tees inspired by actor Ranveer Singh and limited-edition signed Pathani outfits that echo the larger-than-life style associated with the film’s characters.
Also part of the line-up is a collection inspired by Sara Arjun, translating her on-screen styling into contemporary silhouettes designed to appeal to younger audiences and fashion forward fans.
With bold typography, statement graphics and confident tailoring, the range blends cinematic storytelling with streetwear aesthetics, turning the film’s cultural energy into a fashion statement.
The collaboration reflects Ajio’s growing strategy of using fashion collaborations to tap into pop culture moments and entertainment properties.
By bringing elements of popular films into apparel, the platform allows audiences to move beyond simply watching a film and instead wear their fandom, making cinema part of everyday style.
Produced by Jio Studios and B62 Studios, Dhurandhar has emerged as one of the most talked-about action thrillers in recent times, known for its high-octane storytelling and larger-than-life characters.
The film, written and directed by Aditya Dhar, is also set to expand into a franchise, with the sequel “Dhurandhar: The Revenge” scheduled to release in theatres worldwide on March 19, 2026.
By launching the merchandise collection ahead of the sequel, Ajio and the film’s producers are extending the film’s universe into fashion, giving fans another way to connect with the story and its characters.
The Dhurandhar merchandise collection is now available exclusively on Ajio, bringing cinematic attitude, bold graphics and spy-thriller swagger straight into the wardrobes of fans.
