Edible oil brand Dhara’s new campaign is positioned with the essence of promoting ‘healthy living’, making the consumers aware about their daily edible oil consumption habits. The campaign titled ‘Zara sa badlav banaye life behtar’ is all about driving consumers attraction to use less oil in every day consumption!
Dhara is encouraging the ICMR recommended daily usage of 30gm of edible oils and fats per day for an individual.
Dr. Saugata Mitra, Director, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Dhara, a time-trusted brand, has always been blessed with the patronage of consumers for three decades. In our efforts to make our consumers more aware, we have always recommended the right usage of edible oils for a healthy living. Through this new campaign, we are attempting to promote healthy lifestyle and encourage people to bring in small change for larger benefits of healthy living. The larger thought is to bring in a change in routine habits that are sustainable for life.”
Brijesh Jacob, Chief Creative Technologist, DDB Mudra Group, said, “When it comes to Dhara and communication, the world is clearly divided into those who fondly remember the ‘Jalebi ad’ and those who just have top-of-mind-recall for the name Dhara. It is a brand a part of India grew up with and the task was to strengthen the emotional connect while also building relevance for the rest of the country. We felt that there needs to be a change in the cooking oil and oil consumption conversation and who better than Dhara to initiate this. While the communication ends with a bold message – an oil brand urging users to consume less oil, the ‘Zara sa badlaav’ campaign is all about change. And the one thing we know about change is that begins best at home. We want to spark meaningful conversations that discuss such change, both in our homes and society as a whole. We have also retained the most recognisable marker – the Dhara jingle. You will hear a new avatar of the widely popular and loved jingle in the videos.”
The frame opens on a dining table where a boss is being served pulao by her colleague and her family, including her mother, mother-in-law and husband. The boss resists refilling while applauding the delightful food cooked by her colleague’s mother. The colleague insists a revisit over lunch the coming Sunday, to which her boss expresses unavailability due to the busy schedule; but promises to visit her mother in Jaipur to relish the taste again. The follow-up shot moves to the husband questioning, why Jaipur? And the boss questions the colleague’s mother in a familiar tone about her residence in Jaipur. The husband then responds that his mother-in-law now stays with the family and not Jaipur.
The next frame shows the colleague’s mother-in-law serving desserts saying, if a son can stay with her mother, then why not a daughter with her mother! This leaves the boss surprised happily, while both the mother and mother-in-law show gratitude towards each other. The story towards the end rolls out in kitchen where all three ladies from the family are present and the husband’s mother is educating her daughter-in-law to use less oil by way of a gesture, limiting filling of the oil in the pan.
The closing frame carries a composite unit recommending per person edible oil and fat usage of 30g/day and with a fresh twist to the signature tune of ‘Dhara Dhara shudh Dhara’; which featured in the popular Jalebi ad 25 years ago.
Sanjeev Giri, Business Head, Dhara, said, "Dhara as a conscious brand has always believed in responsible consumption of edible oils. We are among the first brands to carry a statutory messaging recommending consumption of cooking oil in moderation and physical exercise. Taking the same ethos ahead, we are now evolving our positioning to ‘health living’. The initiative titled ‘Zara sa badlav banaye life behtar’ is aimed at educating the consumers about the right usage of edible oils, using the daily life of a family. We are confident that the consumers will relate to our approach and will gradually be more responsible for a healthy life.”
Chief Creative Technologist: Brijesh Jacob
Head of Office (North): Rajiv Sabnis
Creative Head, North: Subhashish Datta, Preeta Mathur
Account Management: Vineet Kindra, Neha Kapoor, Vinshul Upadhyay
Creative Team (Copy) : Brajesh Kumar
Creative Team (Art): Manoranjan Kumar
Account Planning: Sumeer Mathur
Production House: Radhika Produces Films
Director: Suresh Triveni