Dhara celebrates everyday moments in new campaign

Dhara has rolled out its latest campaign titled '0% Milawat, 100% Swaad'. The campaign has been introduced for Dhara’s Mustard Oil variants – Dhara Filtered Mustard Oil and Dhara Kachi Ghani Mustard Oil – and builds on the brand’s legacy of offering quality products.

The campaign, conceptualized by Dhara along with DDB Mudra Group, is led by two TVCs. Apart from the TVCs, the 4-week long campaign utilizes a multi-platform approach, including print, radio, and digital, along-with Dhara's social media pages – Facebook, Instagram and YouTube. The campaign elements will also feature on new age mediums like OTT platform of Hotstar.

Talking about the new campaign, Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd. said, “Dhara Mustard Oils have long been a cherished staple in households across varied regions of the country. With the festive season approaching – a time for togetherness and sharing – we see this as an opportune time to reaffirm our commitment to purity. At Dhara, this essence is the cornerstone of everything we offer. Our new campaign emphasizes this commitment, and as we celebrate, the importance of what we consume and the values we uphold takes centre stage.”

Dhara’s latest campaign has gone live across 12 states where it has a presence, including Delhi NCR, Uttar Pradesh, Rajasthan, Madhya Pradesh, Bihar, Jharkhand, West Bengal, Odisha, Assam, etc.

Commenting on the campaign’s execution, Iraj Fraz, Creative Head DDB Tribal, DDB Mudra Group said, “Dhara, the purest cooking oil, has a USP of ‘0% Milawat, 100% Swaad’ for its mustard oil range. The campaign is a celebration of authenticity and purity through analogies of ‘milawat’ that can creep in our regular lives. And just as we must keep away from impurity in our thinking, Dhara keeps impurities away from its oil.”