Dhara: A new mantra of marketing

Last Updated: Sun, Aug 26, 2012 20:01 hrs

Remember the little boy, enticed to return home with the lure of ‘jalebee’ on TV? Behind the ad was Dhara, the edible oil brand, which brought in a lot of firsts to the Indian market. The first to sell branded packed edible oil and in tamper-proof pouches by Tetra Pak, Dhara had come up with many other memorable campaigns. However, of late it had not been on the airwaves.

It has now created an all-encompassing positioning to mark its 25th anniversary. The Rs 350-crore edible oil brand has unveiled its new positioning — “Dhara: India ka Tadka”. The television commercial marks Dhara’s comeback in the mass media after six years, during which it underwent a packaging revamp and a merger. Dhara, a brand of National Dairy Development Board (NDDB), Anand, India, had been always sold, distributed and marketed by Mother Dairy Fruit & Vegetable (MDFVL). NDDB merged Dhara with MDFVL in 2008 and the Dhara range contributes to 12 per cent of MDFVL’s turnover.

The earlier campaigns of the brand such as ‘Dhara Dhara, Shudh Dhara’ and ‘My Daddy Strongest’ had scored high on the recall list of consumers. The TVC drives home scientific research, which says that consumers need to keep rotating the type of their edible oil to moderate their consumption. DDB Mudra, Dhara’s creative agency on-board since its inception, has conceptualised the TVC.

The TVC is a montage of people from all across the country enjoying their food while the voice-over by actor Raghubir Yadav celebrates everyone’s love for it until Yadav cautions viewers about the various health issues. The next frame: Everyone stops eating, anxious about the after-effects of cooking in oil. The voice-over takes over and tells the people to eat without worrying with: “Arre khayiye, khayiye, health ki tension Dhara pe chodiye, jo de tailon ki itni healthy range ki aap vibhinnn tailon mein pakaye, behtar swast paye” (Please continue eating and leave your worries to Dhara, whose range of edible oils with allow you to cook your food in different types of oil for better health).

Amit Kumar Taneja, senior brand manager, Dhara, says, “The TVC talks about how well one should use oil. Dhara has done consumer research over the last three years to show that tadka (tempering) is the flourish that gives Indian food its special flavour. No matter what part of India someone belongs to, they know the magic tadka can work. The wafting aroma of spices in oil turns an ordinary meal into the most exquisite treat. But, tadka is also more than that. It is a metaphor for the joie de vivre, the spice of life. We want Dhara to be synonymous with adding the same to people’s life.”

The ad has been shot in Mumbai over two days with a budget of Rs 2.5-3 crore. It is produced by Thumbnail Production. Radhika Kapur is the senior creative director and Sudip Bandyopadhyay has directed the film, while Thumbnail Pictures is the production house.

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