Dhara takes its 'Jhanjh' factor to the digital space
Created by Buzzmattic Ventures, 10 videos have been launched to strengthen the positioning of 'jhanjh' as the X-factor with real life experiences
Shanta Saikia | Delhi | August 7, 2015
Click on the image to watch the TVC.
Dhara, the leading cooking oil brand from Mother Dairy Fruit Vegetable, has entered the second phase of its Kachi Ghani Mustard Oil campaign with the introduction of 10 short videos on YouTube and its official Facebook page.
The videos emphasise on the necessity of 'jhanjh' (pungency) and correlates it to the attitude one must carry to succeed in life. Created by Buzzmattic Ventures, the videos have been launched to strengthen the positioning of 'jhanjh' as the X-factor with real life experiences.
Amit Kumar Taneja
Commenting on the latest campaign, Amit Kumar Taneja, Deputy General Manager, Marketing, Dhara Mother Dairy Fruit Vegetable, said, “With the current campaign, we have tried to break away from the stereotypical cooking oil advertisements. The idea to extend the 'jhanjh' concept was similar effort using disruption. While the videos are gaining significant traction in the digital space, we continue to evaluate how to take the messaging further. Depending on the campaign objectives, and the response to the campaign we will evaluate our next steps.”
Vikram Anand
Vikram Anand, Director, Buzzmattic Ventures, added here, “An excellent campaign idea developed by the ATL agency in many cases is restricted to the ATL/ BTL environment. By leveraging the idea on Facebook and YouTube with customised and very cost effective communication, we have been able to take the 'jhanjh' idea into the digital domain effectively. This is a good example of seamless working between the client and multiple agencies to promote one clear idea across multiple media.”
According to Taneja, “Each media vehicle offers unique opportunities to help register a campaign's messaging. While we had a great campaign idea developed by DDB Mudra, it was important for us to see how we can take the message forward to reinforce it in consumer's mind. This is where Buzzmattic helped bring on board an execution idea to take the campaign message out of the TVC and tying it to a consumer's daily lives. The word 'jhanjh' ends up being used in situations which people are often accosted in their daily lives.”
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