Dhara celebrates 'India ka tadka'

Dhara, the edible oil brand from Mother Dairy, has a new brand thought - India Ka Tadka. To communicate this, advertising agency DDB Mudra has created a new TVC.

The film shows people from different age groups eating various forms of fried food underlining the affinity Indians have for this kind of food. A voiceover then alerts consumers about the dangers of fried food. For putting those concerns aside, the film introduces Dhara's healthy range of oils.

Commenting on the new positioning and the TVC, Amit Kumar Taneja, senior brand manager, Dhara, Mother Dairy, said, “Whether its gustaba in Kashmir, amritsari kulcha in Punjab, pyaz ki kachori in Rajasthan, bafla in MP, vada pao in Maharashtra or illish maach in Bengal, regional diversity gets highlighted in India and Indian food. Though we Indians love fried food there is a growing awareness on health and fitness due to which people shy away from indulgence. The TVC goes on to say that the food is fried in Dhara it still is healthy and we can still enjoy our favorite khana. The TVC encourages consumers to change their cooking oils frequently as different oils offer different benefits."

He added that the message is being reinforced on Dhara's packaging too.

Vandana Das, president, DDB Mudra Delhi, added, “We take a lot of pride in this campaign and our association with Dhara for so many years. With past campaigns like ‘Jalebi’ and ‘my daddy strongest’ done for Dhara, the benchmark was already set very high. What’s great and delights us is that we managed to partner the client in creating yet another campaign that not just breaks the category clutter but also captures a strong insight. India ka Tadka for sure depicts everyone of us in some way or the other.”

The film has been shot by Thumbnail Pictures. Besides the Hindi version, the film will also have Marathi, Kannada and Bengali edits.

Credits
Client: Mother Dairy
Agency: DDB Mudra
President: Vandana Das
Vice president - account management: Radhika Das
Creative director: Radhika Kapur
Manager brand communications – account management: Anusheel Chowdhury
Executive brand communications: Pulkit Sharma