Campaign India Team
Nov 30, 2023

Dhara powers honest conversations over food

Watch the film conceptualised by DDB Tribal here

Dhara has extended its 'Khaane Pe Kehna' campaign in Jammu & Kashmir. The film, conceptualised by DDB Tribal, is rooted in the belief that both good food and honest conversations have the power to bring people together.
The film attempts to navigate the challenge of 'uncomfortable conversations' that most households shy away from having, thus creating a culture of awkward silence. The narrative unfolds through the conversations between a soon-to-be-married daughter and her father. It soon becomes evident that the man has lost his life partner and the daughter, her mother some time back. The father who is yet to come to terms with his grief finds it difficult to speak about his late wife and hence avoids any reference to her. The daughter, however, wants to hold on to every shred of memory that's connected to her late mother and hence keeps reminiscing about her. She finds it difficult to understand her father's behaviour. 
The concept of the film is based on the belief that family mealtimes act as a catalyst, that makes these uneasy conversations easier to digest, ultimately bringing loved ones closer by fostering meaningful connections over food.
Manish Bandlish, managing director, Mother Dairy Fruit & Vegetable said, “Over the years, Dhara’s Refined Vegetable Oil (Dhara Assure) has been bestowed with immense love and affection from our consumers across the Jammu & Kashmir region, making it our top-most market for the variant. To further strengthen our bond with the consumers here, we have introduced an exclusive version of our campaign which comprises a heartwarming narrative, with localised elements. We hope that our consumers will shower the same amount of love and affection on our new campaign.”
Iraj Fraz, creative head, DDB Tribal said, “Kashmir is a unique market for Dhara, where the wedding wazwaan ingredient lists feature the word ‘Dhara’, instead of ‘cooking oil’. The connection Kashmiris have with the brand is timeless and pure. So, in this fourth edition of the campaign #KhaanePeKehna, we wanted to tell a warm story of the Kashmiri father-daughter connection. This is a film worth watching on a big screen, or at least with earphones.”
Brand: Dhara Edible Oils
Agency: DDB Tribal
Creative: Iraj Fraz Batla, Debasish Mondal, Ashwini Mishra, Babith Menon
Strategy: Surbhi Arora, Nupur Sharma
Business: Ashutosh Sawhney, Vineet Kindra, Chirag Chutani, Avishek Prasad
Campaign India

Related Articles

Just Published

1 hour ago

Dentsu India appoints new president and chief ...

Moving from the National Foundation for India, Narayan Devanathan returns to Dentsu after nearly two years away, after he vacated his role as the Group's chief client officer in August 2022

1 hour ago

Pepsi unveils new logo and identity; colours 120 ...

The bold logo shift after 14 years resonates with the “ripple, pop, and fizz” effect. To celebrate, Pepsi has activated over 120 CGI moments across the globe in a coordinated first

2 hours ago

Moves and wins roundup: Week of 4 March

Read all the latest news from the marcomms world including updates from Zade, Angel One and more here.

3 hours ago

Accenture acquires martech consultancy The Lumery

The Lumery's 80-strong team across Australia and Bengaluru, India, will join Accenture Song’s marketing practice—delivering services including personalisation, CRM and loyalty, testing and automation