MUMBAI: As people stayed home for months on end to counter the spread of the Coronavirus, it has indelibly changed them in a few ways. With this idea in mind, Dalmia Cement has launched a digital campaign Apni Personal Space which takes a look at consumers’ lives during the Covid2019-induced lockdown.

Through two digital films, the campaign focuses on the lives of two couples, and how they envision living together with the challenges and joys of being at home for a prolonged period. The main insight, “It is not just about staying together, but staying together happily” drives the narrative forward.

Dalmia Cement (Bharat) executive director- marketing Pramesh Arya said, “The last few months have been a once-in-a-lifetime experience for all of us. During our field teams’ outreach efforts, we learnt consumers around the country have already been thinking about how to make their homes future ready. All of us are thinking about our quality of life in a new manner today, and Dalmia Cement’s promise of ‘Future Today’ will help consumers take this thought forward in their home building journey.”

Kreativ Street, the brand’s digital agency which conceptualized the campaign, CEO and co-founder Neeraj Sancheti said, “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. Based on this insight, we crafted these two films to start the conversation around the need for their own space.”

Over the lockdown period, and the various Unlock phases, the brand 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 home building. With the lockdown easing, construction is rapidly picking pace in regions with low infection rates. 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 and the brand’s social media channels as they make plans for their future homes.