Dhara, India’s largest edible oil brand from the stable of Mother Dairy Fruit & Vegetable Pvt. Ltd., is starting the festive season across the country with build the aim of building on its entire brand concept of Zara Sa Badlaav. Ltd. has launched a new campaign called #KhaanePeKehna. The newly launched campaign follows the brand’s marketing story of encouraging consumers to bring in a bad, but this time focuses on mealtime conversations.
The month-long campaign, which is being led by a DVC and was created by Dhara Edible Oils and carried out by DDB Mudra North and Wavemaker, focuses on the idea of making tough conversations easier over food. The new marketing story eventually intends to position the company’s edible oil variants as an everyday use cooking oil for all households, with an initial focus on Dhara Lite n Fine Refined Soyabean Oil. The DVC will launch on the brand’s social media accounts, a few OTT channels, and further print, radio, and OOH mediums.
Manish Bandlish, the managing director of Mother Dairy Fruit & Vegetable Pvt. Ltd., commented on the new campaign, saying, “Given today’s lifestyle, many times it gets tough to strike up a conversation even among family members. The campaign, according to Mr. Bandlish, is consistent with Dhara’s overall positioning of bringing about that desired and positive change in life.
In FY2018–19, Dhara Edible Oils launched their Zara Sa Badlaav positioning. The brand expanded in 2021 to include Rishton ki Sehat, which emphasized the value of ensuring the overall well-being of one’s family by implementing healthy habits.
Mr. Ashutosh Sawhney, Managing Partner – North, DDB Mudra Group, commented on the campaign’s execution, saying, “‘Khaane Pe Kehna’ is Dhara’s attempt to assist bridge the trust imbalance between children and parents of today, over food. The idea behind the campaign is that parents frequently think it is their right to know everything about their children, including their secrets. They fail to remember that trust must be earned; it is not a privilege. We anticipate that this 360-degree campaign will appeal to younger audiences who will eventually become the brand’s primary consumers as well as change parents’ behavior.
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