• The campaign marks a significant milestone in Dhara’s refreshed brand positioning — “Dhara – Ek Achha Tel”.
  • Adopting a comprehensive 360-degree approach, the campaign is being rolled out across multiple platforms and markets, engaging audiences over the next six months.

Bangalore : There was a time when food was simple — made with love, shared with joy, and savoured without second thoughts. But somewhere along the way, calories replaced comfort, charts replaced childhood memories, and every bite began to come with a calculation. In a world overflowing with information, we’ve started second-guessing what to eat, how much to eat, and when to eat — forgetting the simple joy of eating what our heart truly desires.

Bringing back that lost joy, Dhara, India’s leading edible oil brand from Mother Dairy, is rolling out its latest campaign under a refreshed brand positioning — “Dhara – Ek Achha Tel”. The new communication aims to rekindle the joy and passion for food among today’s conscious consumers, encouraging them to embrace ‘Mann Ka Khao’ – a call to enjoy the food they love without guilt or confusion amid the overload of nutritional advice.

Staying true to its legacy of innovation and consumer trust, Dhara has taken a significant step forward with its mustard oil, offering over 15% lower oil absorption and 0% trans-fat, while meeting stringent quality standards — a perfect blend of health, taste, and purity. This step underscores the brand’s commitment to supporting balanced, mindful eating habits, empowering consumers to enjoy their favorite foods when prepared with truly good oil. Dhara also reinforces the importance of complementing healthy eating with an active lifestyle for overall well-being.

Talking about the new campaign, Mr. Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd. said, “In today’s world, worries about what to eat often overshadow the joy of indulging in our favorite dishes. At Dhara, we believe food should be savored, not measured. Cook with care, cook with passion, and cherish the flavors of your favorite meals prepared with good oil. We stand for balance — combining mindful oil use, an active lifestyle, and the right products. As a brand, we are committed to providing choices that make this possible: Dhara’s mustard oil absorbs over 15% less, contains 0% trans-fat, and meets the desired quality standards, so our consumers can enjoy every meal confidently and guilt-free. That’s the Dhara way — inspiring everyone to live joyfully, savor every bite, and embrace the love for food.”

Campaign Thought

In today’s fast-paced world, every meal seems burdened with rules — a constant checklist of do’s and don’ts, calorie counts, protein targets, and nutritional equations. Somewhere along the way, food has stopped being a source of comfort and joy, and instead turned into something to be calculated, monitored, and judged. But food was never meant to be a mathematical formula. It’s meant to be an experience — something that satisfies the appetite, nourishes the body, and warms the heart. Every meal should remind us of togetherness, tradition, and the simple pleasure of eating without guilt – because true nourishment doesn’t come from numbers on a label; it comes from the love and goodness that goes into every bite.

The Execution

The film opens with a shot of a mother wearing an anxious smile as she fries fritters in the kitchen, occasionally glancing at her daughter, who is tossing a salad into a bowl. As the daughter walks past the counter, she’s tempted by the sizzling pakoras but ultimately resists, returning to her opted meal. The next sequence mirrors the first: a mother is frying pooris while her young helper assists her. Her son looks on, torn between his protein shake and the irresistible aroma of freshly made pooris. Subsequent scenes follow a similar pattern—a son, a friend, and a lady each struggle to resist their favourite comfort food, only to eventually give in. The film concludes with each of them relishing their food with joy, passion, and a renewed appreciation for the simple pleasures of eating what they love.

The TVC can be viewed at: https://youtu.be/sPBT6HMYsNg?si=lneTMk_E9hbjlUlE

The campaign will feature an extensive rollout across varied platforms with multilingual messaging, including TV, Print, Digital, Outdoor, Bollywood movie integration and OTT, along with targeted BTL activations in key markets – adopting a comprehensive 360-degree approach. The brand will also engage consumers through a series of first-of-its-kind initiatives designed to effectively convey the campaign’s message.