Dhara Assure Cooking Oil: #ZaraSaBadlaav Banaye Life Behtar (TVC May 2018)

~ Kolla Krishna Madhavi

Waqt badal raha hai, aur badal rahi hai purani reetiyan!

Designed and developed by DDB Mudra, the Dhara Cooking Oil brand campaign brings up a relevant point: "Jab ma beta saath rah sakte hain, tho ma beti kyon nahin?"

Dhara Cooking Oil
Image Courtesy: Dhara Cooking Oil Zara Sa Badlaav, YouTube

The ad shows a young woman who has invited her teacher for lunch. The teacher likes the food and praises her student's mother's cooking. The daughter invites her to lunch again the next Sunday. The teacher says she is very busy this month, but she will go to Jaipur for lunch where her mother stays. The husband responds that his wife's mom also stays with them. And the girl's mother-in-law says, "When a mother can stay with her son, then why cannot a mother stay with her daughter?"

Dhara Cooking Oil
Image Courtesy: Dhara Cooking Oil Zara Sa Badlaav, YouTube

Although this aspect is simply woven into the story and the commercial's main focus is on 'healthy living' and the everyday oil consumption habits of consumers, it is still very effective.

India's first tamper-proof tetra packaged vegetable oil, Dhara was launched in 1988 to address the concerns with the loose oil market.  Dhara, which was launched under the 'Operation Golden Flow' program of National Dairy Development Board (NDDB) as a market intervention to address the larger cause of the Indian farmers & consumers, has always attempted to make an emotional connect with its end-users. This campaign by Radhika Produces Films and directed by Suresh Triveni takes it a step further. 

In a departure from the rest, the brand is also advocating reducing the daily consumption of oil. This strategy may pay off in the long run.

Dhara is now one of the flagship products from the Mother Dairy stable but has gone through several avatars over the years - both in terms of its ownership and its product positioning. 

"Dhara dhara, shudh dhara" may regain all its earlier sheen and surge ahead in the market but what is relevant here is that the brand has repositioned itself with their current advertising journey which makes a pertinent statement - "small changes in routine can lead to big changes for life". 

And change begins best at home!

Dhara Cooking Oil - Zara Sa Badlaav

Image Courtesy: Dhara Cooking Oil Zara Sa Badlaav, YouTube

Images Courtesy: Mother Dairy Fruit & Vegetable Ltd, Radhika Produces Films, DDB Mudra, Google Images & other Online Resources
Video Courtesy: Mother Dairy Fruit & Vegetable Pvt. Ltd, Radhika Produces Films, DDB Mudra, YouTube, and other Online Resources

Resources:
https://brandequity.economictimes.indiatimes.com/news/advertising/-dharas-new-tvc-campaign-zara-sa-badlav-banaye-life-behtar-hits-the-tv-screen/64314400

https://www.motherdairy.com/Brands/dhara
http://bestmediainfo.com/2018/07/dhara-s-30-year-journey-from-purity-to-social-plank/
http://www.adageindia.in/advertising/see-the-spot-dhara-launches-new-campaign-aimed-at-changing-habits-in-edible-oils-usage/articleshow/64313349.cms

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