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Mixed Route Juice wins digital, social and content account of Dhara

The agency is set to give the edible oil brand a fresh look in the social media universe

Edible oil brand Dhara has signed Mixed Route Juice (MRJ) as its social and digital media agency.

Mixed Route Juice, a boutique social and content agency known for its disruptive ideas, is all set to give the brand Dhara a fresh look and pomp in the social media universe.

Amrita Sharma, Co-Founder and Creative Head at Mixed Route Juice, said, "Dhara has been a brand that's stuck with India since forever. It is our honour to partner with them and create campaigns that match the brand space."

Speaking on the development, Sanjeev Giri, Business Head, Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Brand Dhara is determined to effectively reach to the growing digital natives and engage consumers on the go. To support this endeavour, we have partnered with MRJ as our Digital Media agency. The task is extremely critical and linked to the brand’s growth in future and MRJ’s approach is duly aligned to this objective. We are confident that our association will drive our objective successfully to our consumers and potential consumers.”

"To work with a brand like Dhara will be challenging and interesting at the same time. They've always been a sensible care taker in the Indian market. We hope to bring the same feel alive through our digital campaigns," said Rajat Arora, Co-founder and Business Head at Mixed Route Juice.

The origin of Dhara goes back to over 30 years, when it was launched under the ‘Operation Golden Flow’ programme of NDDB as a market intervention programme in August 1988. Since inception, the brand has continued to evolve its portfolio of products with which it serves its consumers.

Mixed Route Juice aka MRJ is a content and social agency that believes in innovation and ideation with creative punch.

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