May 18th, 2018; New Delhi: Leading edible oil brand Dhara today announced that it will soon be launching a nation-wide campaign to promote lesser edible oil consumption as part of its efforts to promote responsible consumption for a healthy lifestyle. The campaign ‘Zara sa badlav banaye life behtar’ will promote healthy living through healthy cooking via moderate use of edible oils.
To make consumers aware of appropriate consumption of edible oil, Dhara will be encouraging lesser oil consumption by creating awareness about ICMR’s Recommended Daily Allowance of 30gm of edible oils & fats per day for an individual. The 360° campaign will talk about healthy edible oil habits along-with educating consumers on issues like quantity of edible oil to be consumed and the right mix (blend) of edible oils etc.
Speaking on the occasion, Dr. Saugata Mitra, Director, Mother Dairy Fruit & Vegetable Pvt. Ltd said, “Dhara, as a brand was introduced in the country three decades ago and has been present in both the refined and filtered edible oil segments. We have always been a conscious brand strongly advocating of healthy living, in fact, we were amongst the first ones to carry a statutory messaging recommending consuming cooking oil in moderation with physical exercise. This new campaign is an attempt to promote healthy lifestyle and encourage people to bring in small change for larger health benefits.”
A TVC promoting good and healthy living will also go live from May 24th 2018, which mentions – Dhara keh raha hai khane mein tel daalo kam! This campaign will also mark a revival of Dhara’s signature tune ‘Dhara Dhara Shudh Dhara’ with a fresh twist; which featured in the popular Jalebi ad 25-years ago.
Talking about the campaign, Mr. Sanjeev Giri, Business Head (Dhara Edible Oils), Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “With evolving needs of our consumers, we closely studied the ‘usage patterns’ of edible oil which forms the basis of the campaign. As our consumers reinvent themselves as they progress to different stages in life, we are also moving ahead with reinventing the Brand’s ideology. The larger thought here is to bring in a change in routine habits to lead a sustainable life. We are confident that the consumers will relate to our thought and will gradually take steps to create a more healthy approach towards their lifestyles.”
The brand will also be initiating a series of direct consumer engagement activities, awareness workshops and ATL and BTL activities supporting the campaign. For consumers seeking more information on the consumption of edible oils, a telephonic IVR line will also be launched.
About Dhara Edible Oils
The origin of Dhara goes back to over 28 years, when it was launched under the ‘Operation Golden Flow’ program of NDDB as a market intervention program in August 1988. Trust, purity, consistency of quality and taste are the hallmarks of Dhara. Since inception, the brand has continued to evolve its portfolio of products with which it serves its consumers. Dhara was the first to launch the tamper proof Tetra Pack to combat the issue of adulteration and introduce an FMCG distribution format.
Currently, Dhara offers Refined Vegetable Oil, Refined Sunflower Oil, Refined Soyabean Oil, Refined Groundnut Oil and Refined Ricebran Oil in the refined category. In the filtered oil segment, Dhara markets Kachi Ghani Mustard Oil, Groundnut Oil and Mustard oil. As a socially responsible brand, Dhara has been fortifying its range of edible oils with Vitamins A & D, a practice followed since 2009.