Bunge India Pvt. Ltd has unveiled a new ad campaign to reiterate the presence of the Dalda range of oils in two variants -- Refined Soyabean Oil and Kachi Ghani Mustard Oil. The campaign has been conceptualised and created by Plan B, led by Anirudha Mukhedkar and Ashok Sarath. The TVC has been directed and produced by VK Prakash from Trends Ad Films.
With this campaign, Bunge aims to reinforce the message that it provides the Indian consumer with an impressive array of products under India's heritage brand Dalda, which has been an integral part of Indian kitchens for decades.
On the strategy, Videh Jaipuriar, Vice President, Bunge India Pvt. Ltd, said, “With the new Dalda Oil ad campaign, we are reiterating the message that Dalda is now also available in a range of oils. We believe that Dalda is important to the Indian consumer, having always maintained its promise of taste and trust over many years. Based on that commitment, Dalda now offers the consumer a high performing, great value product from a name and company she can trust with ‘Har Boond Mein Jaado’.”
The TVC begins with a buzz in the air, and an excitement among the ladies on the streets on hearing the news that Dalda is now also available as refined oil. This news is too good for them to keep it to themselves, and they pass this on to all their friends they come across.
As the news passes, the women break out into a celebration of song and dance to rejoice the news that they can now use Dalda range of oils in their homes to change the way the food looks, tastes and makes one feel. The ad ends with the Dalda range of oils creating magical moments, because there is ‘Magic in Every Drop’.
The new TVC will appear on all main Hindi GEC and other channels, as well as on key regional channels in Uttar Pradesh, Punjab, West Bengal and Tamil Nadu.
Besides conveying the key messages of taste and trust, the campaign also aims to create brand recall and generates awareness for Dalda’s range of oils among new consumers.