Dhara shows us how to rediscover the joy and love of food

In a world overflowing with information, we’ve started second-guessing what to eat, how much to eat, and when to eat — forgetting the simple joy of eating what our heart truly desires.

Bringing back that lost joy, Dhara, India’s leading edible oil brand from Mother Dairy, is rolling out its latest campaign under a refreshed brand positioning — “Dhara – Ek Achha Tel”. The new communication aims to rekindle the joy and passion for food among today’s conscious consumers, encouraging them to embrace ‘Mann Ka Khao’ – a call to enjoy the food they love without guilt or confusion amid the overload of nutritional advice.

Talking about the new campaign, Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd. said, “In today’s world, worries about what to eat often overshadow the joy of indulging in our favorite dishes. At Dhara, we believe food should be savored, not measured. Cook with care, cook with passion, and cherish the flavors of your favorite meals prepared with good oil. We stand for balance — combining mindful oil use, an active lifestyle, and the right products. As a brand, we are committed to providing choices that make this possible: Dhara’s mustard oil absorbs over 15% less, contains 0% trans-fat, and meets the desired quality standards, so our consumers can enjoy every meal confidently and guilt-free. That’s the Dhara way — inspiring everyone to live joyfully, savor every bite, and embrace the love for food."

The campaign will feature an extensive rollout across varied platforms with multilingual messaging, including TV, Print, Digital, Outdoor, Bollywood movie integration and OTT, along with targeted BTL activations in key markets – adopting a comprehensive 360-degree approach. The brand will also engage consumers through a series of first-of-its-kind initiatives designed to effectively convey the campaign’s message.