MUMBAI: Dhara, the edible oil brand from the Mother Dairy stable, is launching its new marketing campaign titled- ‘India Ka Tadka‘.

Developed by DDB Mudra Delhi and shot by Thumbnail Pictures, the brand has launched the TVC pan-India with Hindi, Marathi, Kannada and Bengali edits.

According to the company, the word ‘tadka‘ has a lot more meaning. It‘s also a metaphor for the spice of life. It signifies this joy of life and celebration of life with food. The positioning of the campaign tries to capture the significance of food even in smallest of celebrations.

DDB Mudra Group- Delhi president Vandana Das said, "We take a lot of pride in this campaign and our association with Dhara for so many years. With past campaigns like ‘Jalebi‘ and ‘My Daddy Strongest‘ done for Dhara the benchmark was already set very high. What‘s great and delights us is that we managed to partner the client in creating yet another campaign that not just breaks the category clutter but also captures a strong insight. India ka Tadka for sure depicts every one of us in some way or the other."

Additionally, an OOH campaign is also rolled out in different cities across India. Targeting women aged 25 years and above, the television commercial aims to spread the message of apt consumption of oil.

Mother Dairy senior brand manager- Dhara Amit Kumar Taneja added, "Though we Indians love fried food there is a growing awareness on health and fitness due to which people shy away from indulgence. The TVC goes on to say that thought the food is fried in Dhara it still is healthy and we can still enjoy our favorite khana. The TVC encourages consumers to change their cooking oils frequently as different oils offer different benefits. The message is being reinforced on Dhara packaging as well, which reads as ‘For optimum health benefits Dhara recommends consumption of more than one variant to get balanced quantity of saturated fatty acids (SFA), monounsaturated fatty acids (MUFA) and polyunsaturated fatty acids (PUFA) along with a variety of micro nutrients present in different oils."