OMD India's Best Bet at Cannes Lions 2018

Dalda’s #PehleTum, First Bite to You campaign is headed to the Cannes Lions International Festival of Creativity

e4m by exchange4media Staff
Updated: Jun 8, 2018 8:55 AM

Leading media agency OMD India has nominated the Dalda’s #PehleTum, First Bite to You campaign to the Cannes Lions International Festival of Creativity. The campaign that aimed to break gender stereotypes involved a sting operation on patriarchy!

Dalda, one of India’s oldest cooking oil brands, wanted to engage with and create brand relevance amongst younger generations. To do so, they needed to use their voice for a cause that resonated with this demographic.

In India, women have achieved tremendous success, both within the country and abroad. However, in the family home, old traditions still prevail. Women eat their meals only after everyone else in the family – an unspoken dining tradition that is based on gender roles and leads to societal inequality.

The campaign – #PehleTum, first bite to you – is a unique initiative, urging men to offer the first bite of a meal to the women of the house.

To get audiences thinking about this concept, the agency chose a disruptive method. It pulled a prank in restaurants across the country, using a hidden camera to capture people’s reactions. As part of the prank, waiters suggested that they would only serve women after they finish serving men. When this evoked unpleasant reactions from diners, they replied that it’s simply “the same thing that happens at home”. Once the message was delivered, celebrity guest, Hiten Tejwani, appeared, revealing that it was all just a stunt. He then urged all diners in the room to take the #PehleTum pledge and led by example, offering the first bite of his meal to his wife, Gauri Pradhan Tejwani.

The campaign was based on a strong consumer insight, and deployed through a judiciously woven media mix to ensure the message was carried through. Each medium was integrated in such a way that at every step along the media journey, the medium added relevance, weightage and a meaningful layer to the core communication.

Unconventional touch points were used, such as influencer chefs; special #PehleTum plates at restaurants; dining tables at retail stores were used to make pledges too; and there was even a #PehleTum prayer for children’s meal times at schools – all giving the campaign a boost.

Not only did this campaign gain massive traction with its thought-provoking message, it also gave a boost to Dalda’s brand relevance scores.

OMD India chose this campaign as their best bet at Cannes because, it is with this campaign that “Dalda Cooking Oils took an important stand on a social topic that for many years has been a blind spot in Indian society.”

“By seamlessly marrying the insight that women traditionally eat their meals after the men of the house with the idea behind the campaign, backed by judiciously woven media mix, #PehleTum shook the entire eco-system around our target group, their families and the food world. ‘#PehleTum, first bite to you’ is a unique initiative that urges men to offer the first bite of a meal to the women of the house. As a result, it has boosted brand relevance scores for Dalda Cooking Oils considerably,” Samhita Bakre, Senior Vice President – Planning at OMD India.

The creative partner for the campaign was Leo Burnett India.

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