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