Dorset’s first campaign in 25 years struggles to connect emotion with construction

Dorset has unveiled its first campaign after over two and a half decades of operating in India. Designed on the theme ‘Every door deserves a Dorset’, it showcases cherished memories and feelings for the family members and evokes emotions for its target audience that includes homeowners, home buyers, architects, and real estate developers.

The brand team had a series of engagements with the homeowners and insights derived from those translated into the campaign.

Saurabh Bansal, joint managing director of Dorset Group said, “We believe that every door is not just an entrance but a threshold to boundless possibilities, epitomising the character and allure of your abode. Our campaign resonates with the belief that 'every door deserves a Dorset,' encapsulating our dedication to enhancing your home's safety, security, and soul."

The campaign has been aligned to take a 360-degree route with TV commercials, digital outreach, cinemas, and retail. Its amplification on digital has already been initiated.

Sharing his feelings on the new campaign, Takshay Bansal, joint managing director of Dorset Group said, “We continually strive to push the boundaries of what's possible, leveraging the latest technology and constant innovation to deliver technologically superior products. In this journey, we continue to engage with our customers and besides the functionality aspects, there is a vibe of feelings and emotions. Precisely, that becomes our fuel for innovations and that's why our campaign resonates with the belief that 'every door deserves a Dorset.’”

The campaign has been conceptualised by Ashish Khazanchi, managing director of Enormous and directed by Prakash Varma and his team at Nirvana Films. Khazanchi noted that the idea of security has gone beyond the idea of mere protection.

“The customer seeks beyond the rational from who they trust with their security. An idea of preservation of a way of life and of preservation of things that are important beyond just the prices tags that exist on them. What people value is not mere things but parts of their lives and memories invested within. We wanted to bring it alive through a campaign built around this idea,” he added.

Yet, there's a gap in the narrative of the 'every door deserves a Dorset’ campaign. The correlation between the devoted son, the memories stored in his father's old mobile phone, and Dorset's mission to safeguard these cherished moments and mementos remains somewhat elusive. While the intention is clear, the connection feels like it's lost in translation.