Dhara, an edible oil brand from the Mother Dairy stable, has rolled out a Diwali campaign titled ‘Ek Naya Riwaaj Dhara Ke Saath’ (a new ritual with Dhara). Conceptualised by DDB Mudra, the film encourages people to celebrate the festival of lights by cooking something special for their special people.
The film opens in a neighbourhood sweet shop on a Diwali evening. The shop owner, played by actor Varun Badola is busy helping consumers with their orders. In the midst of his work, he hears a voice saying ‘jalebi’ from across the counter. He is surprised to see his wife and son at the shop. She then hands him a tiffin box filled with jalebis and samosas, which take him by surprise. She asks him if he’ll always be the only one to offer sweets sold by him, instead of them being made at home by someone special. He then breaks into a smile and relishes the sweets made by her, using Dhara’s oil.
Dinesh Agrawal, business head – Dhara, Mother Dairy Fruit and Vegetable, said, “Festivals are an integral part of our tradition, and the celebrations should never be limited to ourselves. Festivals along-with food bring not just families but the extended household and the entire society together. The power of home-cooked food is profound and there is no denying that it overwhelms us with happiness with every bite. With this new campaign, we urge our consumers to bring a badlaav in their festivities and make one and all feel special by cooking something special for them rather than just passing on gift boxes. The spotlight is on relations, within and outside one’s family, who are a part of our familial ecosystem and the contentment of home-cooked food. We urge our consumers to cherish such relationships and include everyone in their celebrations and see the society as one big family.”
Iraj Fraz Batla, executive creative director, DDB Mudra North, said, “This Dhara Diwali campaign intends to restore the fast-fading tradition of making sweets and celebrating food at home. After all, no professionally made sweets can ever match the warmth and wonder of homemade mithai. And Varun Badola’s performance adds that syrup to make the story that much sweeter!”
The campaign will run across TV, print, radio and digital mediums, including Dhara’s social media pages.
Brand: Dhara Edible Oils
Agency: DDB Mudra North
Creative: Rahul Mathew, Iraj Fraz, Abhishek Sharma, Sandesh Gaikwad
Account strategy: Aditi Hariharan
Account management: Ashutosh Sawhney, Vineet Kindra, Sonali Chowdhury, Animesh Jain, Abhishek Majumdar
Production house: First Take Films
Director: Pooja Khemani
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
8 hours ago
Clean Creatives claims that the UAE could not have hosted COP28 if not for the fossil fuel greenwashing provided by advertising and PR agencies