Dhara backs ‘Vocal About Local’ initiative with new campaign

The brand has launched the Desh Ki Dhara anthem created by Wavemaker and Radio Mirchi

e4m by exchange4media Staff
Updated: Jun 2, 2020 1:46 PM

Taking a cue from Prime Minister Narendra Modi’s latest address emphasizing ‘Be Vocal About Local’, Dhara has launched its latest campaign – Zara Sa Badlaav.

As part of this latest campaign, the brand has launched an anthem Zara Sa Badlaav, in association with Radio Mirchi.

The campaign has been conceptualised and brought to life by Wavemaker India. The anthem is supported by prominent RJs of Radio Mirchi stations across the states of Delhi, Maharashtra, West Bengal, Assam connecting the nation with this beautiful initiative.

The anthem features Parzan Dastur, the young boy from the iconic ‘jalebi’ advertisement of Dhara, as he re-enacts his iconic scene from the decade-old advertisement.
Talking about this campaign, Dinesh Agrawal, Business Head - Dhara said, “The idea behind conceptualization of this campaign is to inculcate the habit of buying Indian brand and being vocal about it within our consumers. The campaign tells us as to how a little change can bring-in a lot of changes for the country as a whole. Reliving our first campaign, our viewers take a dip in past by watching this video.”

Ajay Gupte, CEO – South Asia, Wavemaker said, “Dhara has been an established household brand for years now. We wanted to re-iterate the brand promise along with ‘Be Vocal About Local’ messaging. We believe, #ZaraSaBadlaav is beautiful reflection and rendition of these two messages together. We are absolutely thrilled to bring this campaign alive along with Radio Mirchi and hope to reach millions of households.”

Talking about the campaign, Shivangini Jajoria Regional Director – North & East, of Radio Mirchi said, “Mirchi has always been at the forefront in helping brands to achieve their objectives by conceptualizing solutions as per the need of the hour. Patronizing locally manufactured products is the need of the hour and the Mirchi influencers have come together to lend their voice to this initiative. In our effort to support “Be Vocal Buy Local” initiative, Mirchi has partnered with Dhara Cooking Oils & Wavemaker to spread awareness. I would like to thank the team at Dhara Cooking Oils & Wavemaker for their unequivocal support and I look forward to many such partnerships with them in the future.” #ZaraSaBadlaav #DeshKiDhara #BeVocalBuyLocal

Sharing his experience on reconnecting with the brand, Dastur said, “Dhara will always be a emotion that resonates with a beautiful part of my life. For many it's a household name that garners trust and quality. And for me, it is a path that has taken me into the heart of every Indian, something I will always be grateful for. I want to thank everyone who was a part of that beautiful ad from the bottom of my heart. I am so glad to partner with Dhara again after over 20 years for this beautiful initiative #BeVocalBuyLocal. I hope this takes Dhara and our country to greater heights.”

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