Dalda's new campaign reflects changing face of Indian kitchens

The integrated campaign ‘Naye Zamane ka Naya Dalda’ is created by Leo Burnett India

e4m by exchange4media Staff
Updated: Oct 27, 2017 8:03 AM

Dalda, one of India’s most iconic brands, associated with taste and purity launched its new brand campaign during Diwali. With its new brand campaign, Dalda aims to bring in forefront the changing scenarios in the Indian Kitchens.

The oil brand from Bunge India has launched its two television commercials with the new positioning of ‘Naye zamane ka Naya Dalda.’ The new commercials are conceived by Leo Burnett, with a message ‘India ke kitchens badal rahe hain aur unke saath badal gaya hai India ka Dalda’. It highlights the fact that consumers in the kitchen are evolving each day and in turn, Dalda too, is evolving with them. The films attempt to focus on new and real bonding stories from the kitchens of India. The New Dalda Refined Soyabean oil is enriched with Vitamins A, D, E and contains Omega 3 & 6 and has Zero Cholestrol.

Samir Jain, Managing Director, Bunge, said, “Dalda is a unique brand and one of the few heritage brands which have seen the country change over the years. It becomes imperative for the brand to be part of this changing consumer journey. The films resonate this thought of "Aap badal rahein hein, isliye badal raha hain apka Dalda" to showcase the evolution of kitchens as not just a cooking place but a destination of changing value systems.”

In its first commercial titled ‘‘Mother-in-Law’, they show popular Bollywood actress Sheeba Chadda (of Dum Lagaa Ke Haishaa, Talaash fame) playing a staunch vegetarian mother-in-law cooking a non vegetarian meal for her daughter-in-law. The commercial echoes the fact that kitchens become the ultimate bonding place to bridge the culture & age gap.

The second commercial titled ‘Mother-Son’, portrays actress Tisca Chopra (of Taare Zameen Par fame) playing a new-age Mother who is teaching and encouraging her son played by child actor Rudra Soni (of Peshwa Bajirao fame) on how to cook. The film highlights the values new India upholds – that everyone must learn to cook, gender no bar.

Speaking on the launch of the new campaign, Milind Acharya, Marketing Head, Bunge India, said, “Dalda stands on the foundation of its continuous effort to keep pace with the changing consumer behaviour. Over the years, Dalda has entered the growing segment of Cooking Oils. In a cluttered market with presence of strong regional and national players, Dalda has enjoyed a very high brand recall; has started its journey to find its rightful place. Being one of India’s oldest brands, Dalda understands the Indian consumers and their changing mind set. India and specifically Indian Kitchens are experiencing a huge lifestyle and mind set change. The key anchor of this change is the women who in the Kitchen try to inculcate this new mindset. We aim to bring across a visual representation of these positive changes we are observing around us through our two new TV commercials.”

Speaking about the new Dalda campaign and how it reflects changing India, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “When we think about the India we once grew up in, we realise that it is almost unrecognisable from what it is today. Our society, our norms, the way we look at our value system, everything has changed so much. And yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a Humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.”


Client: Bunge India
Brand: Dalda
Creative agency: Leo Burnett India
Chief Executive Officer, Leo Burnett, South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha
Executive Director and Branch Head, Mumbai: Rakesh Hinduja
Head of Planning, Mumbai: Ajeeta Bharadwaj
Business Head: Oindrila Roy
Executive Creative Director: Vikram Pandey (Spiky)
Creative Director: Brahmesh Tiwari
Creative Team: Vishal Nicholas, Amit Mithkar, Jayesh Dixit
Account Management: Rishu Verma, Hemal Thakkar, Rohan Mitra
Planning: Aditi Jain, Yousuf Rangoonwala
Production House: Prodigious, Code Red Films
Head of Prodigious: Vandana Watsa
Director: Gajraj Rao
Prodigious Producer: Anup Das
Code Red Producer: Subrat Ray, Gajraj Rao
Associate Producer: Mahi Saini, Apratim Bhatnagar
Post-Producer: Sajid Shaikh
Associate Post-Producer: Mahesh Hasolkar

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