Dalmia Bharat Cement has launched a new product, Dalmia DSP. The new cement is a premium-quality slag cement designed for the Dhalai process. It has been formulated for life-long stability and features a best-in-class one-day (+15MPa) and 28-day (+56MPa) strength, according to the Dalmia Cement website.

To promote this new product, the company released a new advertising campaign featuring a humanoid robot. The campaign has been designed to make the science of the cement industry more endearing to the common consumer, reports Brand Equity.

"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," said Mr B K Singh, senior executive director of Group Marketing, Dalmia Bharat Cement.

"The new DSP Ad showcases the robot, Mr D, who is the personification of the brand’s strong relationship with consumers through his life," he said.