Oil brand Dhara has rolled out a campaign ‘Rishton Ki Sehat’ with two films, to manifest the importance of maintaining healthy practices. Conceptualised by DDB Mudra, it aims to build upon its brand proposition of ‘Zara Sa Badlaav Banaye Life Behtar’ (A little change will make life better).
The films give the message of equality in the kitchen, by showcasing a man cooking while the women play board games, and a couple cooking together.
Dinesh Agrawal, business head – Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd., said “We started about bringing in a change with a ground-breaking campaign in 2018, when we urged consumers to use oil in moderation and since then we have continued with our campaign under the overall brand position of Zara Sa Badlaav Banaye Life Behtar. The last year saw a reshuffling of household responsibilities and almost everyone embraced two important things – family relationships and health. Through #RishtonKiSehat, we aim to promote healthy living and further strengthen the bond of relations within the family by changing the eating habits as well as by breaking the societal stereotypes and bring a change for a longer and larger health benefits. A bit of change helps in making our lives better; be it a small change in eating habits to encourage healthy living or a change of roles in a household to have a sustainable life.”
Vineet Kindra, sr vice president & business partner, DDB Mudra said, “With this campaign we focused on the importance of healthy relationships and how small little changes in our daily lives can make them stronger. The campaign builds on moments from our lives which are relevant in today’s dynamic environment, and further builds on the brand positioning of ‘zara sa badlaav banaye life behtar’.”
The four-week-long multi-lingual campaign is spread across 14 states through TV, print, radio, and digital mediums and the brand’s social media pages.