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Dhara Kachi Ghani Mustard Oil makes a pungent point

Conceptualised by DDB Mudra North, the three-film campaign plays on the word ‘jhanjh’ and correlates it to attitude to reinforce the position of the cooking oil brand

BestMediaInfo Bureau | Mumbai | June 26, 2015

Dhara-Kachi-Ghani-Mustard-Oil-TVC Click on the image to watch the TVC.

Cooking oil brand Dhara has recently rolled out a new campaign for its Kachi Ghani Mustard Oil variant. Released on June 19, 2015, the campaign plays on oil’s jhanjh (pungency). Dhara has a strong lineage in the mustard oil category, its Kachi Ghani variant was launched in 2006. The Allyl content of Kachi Ghani Mustard Oil makes it more pungent than the regular mustard oil.

This oil variant is used extensively for traditional Indian cooking. With this campaign, which has been created by DDB Mudra North, Dhara aims to reinforce the position of Kachi Ghani Mustard Oil amongst the consumer and establish it as an aid for better taste due to its jhanjh.

The campaign pans across media platforms with an extensive use of television, outdoor, digital and print mediums. The three ad films which comprise the larger part for the campaign attempt to correlate jhanjh to a person’s attitude. A series of three different scripts showcase an upcoming singer, a political party worker and a footballer being guided by their mentors. The films move with the protagonist showing their best work to the mentors and the mentors advising them that while they have the required talent, they lack the X-factor (that is jhanjh) to make it big. The films close with a call of action to use Dhara Kachi Ghani Mustard Oil for consumers who want ‘Uttam jhanjh, Behtar Swaad’.

The campaign has been developed with an idea to create a relation between the jhanjh of the oil that makes the food taste better and the X-factor that helps a person succeed in his life.

Commenting on the campaign, Shivil Gupta, Creative Director, DDB Mudra North, said, “Dhara has been a core family member in every household for over two decades. The challenge was to make the consumers aware that Dhara Kachi Ghani Mustard Oil is the most pungent mustard oil. This led to the creation of smart, humorous and clutter-breaking scripts that refrained from showing stereotypical daughters-in-law, mothers-in-law, happy families, kitchens, mothers/ wives, etc., as the custodians of the family’s health. Jhanjh is the word which commonly stands for pungency, but colloquially also denotes attitude in the Eastern parts of the country, where it is consumed the most. Now, through the commercials whenever someone thinks of jhanjh, Dhara Kachi Ghani Mustard Oil will come first in his mind.”

Sanjiv Giri Sanjiv Giri

Sanjiv Giri, Business Head, Dhara Mother Dairy Fruit Vegetable, elaborated, “The campaign has been developed after an extensive research with the consumers. The campaign is preceded by a packaging change and fortification with Vitamins A & D. I am confident that with our new campaign, we will be successful by bringing in clarity of our positioning and USP of the product to grab the mind share of our valued consumers.”

Amit Kumar Taneja Amit Kumar Taneja

Amit Kumar Taneja, Deputy General Manager, Marketing, Dhara Mother Dairy Fruit Vegetable, added here, “Jhanjh in Kachi Ghani Mustard Oil is the most sought after virtue driving purchase consideration for consumers, but is also the least talked about. With no brand currently talking about it, we saw an opportunity to own the space. Also, in the eastern part of the country, jhanjh, apart from meaning pungency also connotes attitude. We used this as the creative hook to build on the campaign. The central idea was to make jhanjh synonymous to Dhara Kachi Ghani Mustard Oil by correlating it to attitude.”

The TVC:

Dhara Singer Ad: 
Dhara Party Worker Ad: 
Dhara Footballer Ad: 


Brand: Dhara Kachi Ghani Mustard Oil

Creative agency: DDB Mudra North

Chairman & CCO, DDB Mudra Group: Sonal Dabral

President, DDB Mudra North: Vandana Das

Creative Team: Sambit Mohanty, Shubhashish Datta, Shivil Gupta, Binoy Sarkar, Pallav Medhi

Account management: Radhika Das, Anshum Maini


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