Dhara, the edible oil brand under Mother Dairy, has launched its new ‘Khaane Pe Kehna’ campaign in Jammu & Kashmir. Conceptualized and executed by DDB Tribal, the campaign is built on the premise that genuine food and sincere conversations have the power to unite people. The campaign’s objective is to strengthen Dhara’s bond with consumers by moving beyond mere product promotion, the agency explained.
The campaign unfolds through the story of a soon-to-be-married daughter and her father as they reflect on the memories of their late mother. Initially hesitant, the father gradually opens up to his daughter about her mother, leading to a heartfelt and candid conversation between the two.”
Through the campaign, Dhara aims to encourage open conversations about personal losses to keep the memories alive and make them an integral part of celebrations. “Khaane Pe Kehna” stands as a testament to the brand’s commitment to fostering meaningful connections over food.
Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd. 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 of 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 added, “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.”