DDB Mudra creates a new positioning for the edible oil brand and the TVC targets women aged 25 years and above
Best Media Info Bureau | Delhi | September 4, 2012
Dhara, the edible oil brand from the Mother Dairy stable, has enjoyed a great recall among consumers for its ‘Jalebi’ and ‘My Daddy Strongest’ TVCs. After having invested some time in strengthening the business, including distribution and product range, Dhara is now back with a new marketing campaign, ‘India ka Tadka’.
‘Tadka’ is a word most consumers have grown up hearing, and in the subconscious, the crackling sound of tadka is synonymous with ‘food about to be served’. Tadka is that wafting aroma of spices in oil which turns an ordinary meal into the most exquisite treat. Tadka also signifies this joy of life and celebration of life with food. The new positioning tries to capture the significance of food even in our smallest of celebrations.
Developed by DDB Mudra, Delhi, and shot by Thumbnail Pictures, the TVC has been launched pan-India with Hindi, Marathi, Kannada and Bengali edits. The OOH media is also being tapped in different cities. Targeting women aged 25 years and above, the TVC is a fun watch with a truly Indian bond. At the same time, it does not lose its critical aim of spreading the message of appropriate consumption of oil.
Amit Kumar Taneja, Senior Brand Manager, Dhara, Mother Dairy, said, “Whether its Gustaba in Kashmir, Amritsari Kulcha in Punjab, Pyaz ki Kachori in Rajasthan, Bafla in MP, Vada Pao in Maharashtra or Illish Maach in Bengal, regional diversity gets highlighted in Indian food. Though we Indians love fried food, there is a growing awareness of health and fitness due to which people shy away from indulgence. The message in the TVC is that though the food is fried in Dhara, it is still healthy and we can still enjoy our favorite khana. The film encourages consumers to change their cooking oils frequently as different oils offer different benefits. The message is being reinforced on Dhara packaging as well.”
Commenting on the TVC, Vandana Das, President, DDB Mudra Group, Delhi, “We take a lot of pride in this campaign and our association with Dhara for so many years. With past campaigns like ‘Jalebi’ and ‘My Daddy Strongest’ done for Dhara, the benchmark was already set very high. What delights us is that we managed to partner the client in creating yet another campaign that not just breaks the category clutter but also captures a strong insight. ‘India ka Tadka’ for sure depicts every one of us in some way or the other.”
Client: Dhara (Mother Diary)
Account Management: Radhika Das (VP)
Creative Director: Radhika Kapur
Account Management: Anusheel Chowdhury, Pulkit Sharma
Production house: Thumbnail Pictures