The campaign, which coincides with the Group’s platinum year, underlines continued commitment to nation-building with Dalmia Bharat’s demonstrated philosophy of ‘newthink!’, which leverages its proposition of wise and young.
With the tagline ‘Mera Bharat BadaHoRaha Hai’, projecting a self-actualizing India, Dalmia Bharat reiterates its position as a brand which has been intrinsic to the India story through its pre and post-Independence phases.
Speaking about the campaign, B. K. Singh, Senior Executive Director and Group Head Marketing & Corporate Communications, said “For over 5000 years India has devised uniquely Indian answers to Indian problems, many of which have found global application. The campaign underlines our confidence in, and celebration of, this intrinsic genius of India and reflects our abiding faith in Bharat, tinged with pride.”
With the imagination, initiative and application of youth as its central anchor, the narrative reposes both faith and confidence in the capabilities of an ancient civilization, increasingly defined by a young population. Over 65% of India’s people are under 35 years of age. The brand reflects this in the sentiment “wise and young”, with its median employee age at 34 years.Every aspect of the campaignunderlines the new, bright dynamics of the brand sentiment,reflecting progress, imagination and entrepreneurial spirit, while preserving and articulating the enduring values of Dalmia Bharat.
Conceptualised by J. Walter Thompson (JWT), directed by Aniket Shirke and produced by Imaginary Friends (Production House), theTVC has been shot in parts of Gujarat (Dharmaj, Vadodra, IIM-Ahmedabad) and Manali.
BabitaBaruah, Executive Business Director and Vice-President, JWT, Delhi, said, “The most inspiring part of the brief was Dalmia Bharat Group’s timeline that could be plotted on top of India’s growth milestones achieved over the decades. India needs more committed and forward-thinking brands like Dalmia Bharat for it to really grow. Whoever said patriotism is restricted only to individuals.”