Dhara launches new campaign highlighting purity and taste in mustard oil

Dhara, one of India's leading edible oil brands from Mother Dairy, has launched a new campaign titled '0% Milawat, 100% Swaad,' reinforcing its dedication to purity and authentic flavor. This campaign focuses on Dhara's Mustard Oil variants—Dhara Filtered Mustard Oil and Dhara Kachi Ghani Mustard Oil—and builds on the brand's long-standing reputation for delivering quality products.

Conceptualized in collaboration with DDB Mudra Group, the campaign is driven by two TV commercials, each highlighting the message of purity. One showcases the purity of thoughts, while the other underscores the values that should be passed on to the next generation. In addition to TV, the campaign will run for four weeks across multiple platforms including print, radio, digital media, and Dhara’s social media channels like Facebook, Instagram, and YouTube. The content will also appear on OTT platforms like Hotstar.

Speaking on the campaign, Manish Bandlish, Managing Director of Mother Dairy Fruit & Vegetable Pvt. Ltd., said, “Dhara Mustard Oils have long been a cherished staple in households across varied regions of the country. With the festive season approaching – a time for togetherness and sharing – we see this as an opportune time to reaffirm our commitment to purity. At Dhara, this essence is the cornerstone of everything we offer. Our new campaign emphasizes this commitment, and as we celebrate, the importance of what we consume and the values we uphold takes the center stage.”

The campaign is active across 12 states where Dhara has a strong presence, including regions like Delhi NCR, Uttar Pradesh, Rajasthan, Madhya Pradesh, Bihar, Jharkhand, West Bengal, Odisha, and Assam.

The two short TV commercials showcase relatable family scenarios. In the first, a mother teaches her child the importance of purity in learning, with the father playfully helping. The second video features a child who talks about using dishonest means to get better grades, and the mother gently reminds him of the value of purity in thought, emphasizing that cheating is not the way to succeed in life.

Commenting on the execution, Iraj Fraz, Creative Head at DDB Tribal, DDB Mudra Group, said, “Dhara, the purest cooking oil, has a USP of ‘0% Milawat, 100% Swaad’ for its mustard oil range. The campaign is a celebration of authenticity and purity through analogies of ‘milawat’ that can creep in our regular lives. And just as we must keep away from impurity in our thinking, Dhara keeps impurities away from its oil.”