Dhara’s ‘Mann Ka Khao’ campaign connects emotionally through in-content TV and film integrations

In its latest campaign, ‘Mann Ka Khao’, Dhara Edible Oils is spreading joy across India’s living rooms and theatres through Whisper World’s in-content advertising (ICA). The campaign recently featured on general entertainment channels including Star Plus and Colors TV and was also integrated into Maddock Films’ recent release Thamma, starring Ayushmann Khurrana, Rashmika Mandanna, Nawazuddin Siddiqui and Paresh Rawal.

The campaign reflects Dhara’s belief that food should be enjoyed rather than restricted. Manish Bandlish, managing director, Mother Dairy Fruit & Vegetable Pvt. Ltd., said, “With our ‘Mann Ka Khao’ campaign, we believe that food should be savoured, not measured. Through our association with Whisper World, we’ve brought this message to life across popular television programs and Thamma—seamlessly weaving Dhara’s philosophy into stories that resonate with viewers.”

Through ICA, Dhara’s brand messaging is integrated organically within television and film content. The placements appear within transition shots and high-engagement moments, enhancing visibility without disrupting the narrative. Guneet Anand, partner at Whisper World, explained, “Television continues to be India’s most influential medium, and ICA enhances its impact by turning passive viewership into active engagement. With Dhara, we used precise seven-second integrations at moments of peak attention, ensuring the brand message lands naturally.”

In Thamma, Dhara’s appearance adds an authentic touch to the storyline, blending seamlessly with the film’s mix of humour and emotion. Whisper World, a global leader in ICA founded in 2014, has executed over 2,500 campaigns for 500+ brands across seven countries. Its India arm, launched in 2019, collaborates with major broadcasters including JioStar and ZEE Network, using data-backed integrations to deliver measurable and clutter-free visibility.