Dalda exemplifies changing Indian kitchens in new campaigns

MUMBAI: Dalda, a name we've grown up with, has revamped its positioning to keep up with today’s consumer. With its new brand campaign, Dalda aims to bring to the forefront the changing scenarios in Indian kitchens.

The oil brand from Bunge India has launched two television commercials with the new positioning of ‘Naye zamane ka Naya Dalda' (the new age Dalda). Conceived by Leo Burnett, the ads highlight the fact that consumers in the kitchen are evolving each day and in turn, Dalda too, is evolving with them.

Bunge managing director Samir Jain says, “Dalda is a unique brand and one of the few heritage brands which has seen the country change over the years. It becomes imperative for the brand to be a part of this changing consumer journey. The films resonate this thought of "Aap badal rahein hein, isliye badal raha hain apka Dalda" to showcase the evolution of kitchens as not just a cooking place but a destination of changing value systems.”

In its first commercial titled ‘'Mother-in-Law’, they show popular Bollywood actress Sheeba Chadda (of Dum Lagaa Ke Haishaa, Talaash fame) playing a staunch vegetarian mother-in-law cooking a non vegetarian meal for her daughter-in-law. The commercial echoes the fact that kitchens become the ultimate bonding place to bridge the culture & age gap.


The second commercial titled ‘Mother-Son’, portrays actress Tisca Chopra (of Taare Zameen Par fame) playing a new-age mother who is teaching and encouraging her son, played by child actor Rudra Soni (of Peshwa Bajirao fame), to cook. The film highlights the values new India upholds – that everyone must learn to cook, gender no bar.


Speaking about the new Dalda campaign and how it reflects changing India, Leo Burnett Chief Creative Officer South Asia Rajdeepak Das said, “When we think about the India we once grew up in, we realise that it is almost unrecognisable from what it is today, yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.”

Latest Reads
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM
Cannes Lions awards lifetime achievement to Piyush & Prasoon Pandey

MUMBAI: Ogilvy South Asia executive chairman and creative director Piyush Pandey and film director Prasoon Pandey will both be honoured with the Cannes Lions’ Lifetime Achievement Award, the Lion of St Mark.

MAM Marketing Brands
Expedia asks you to try it out

MUMBAI: Online travel agency, Expedia has launched its new ad campaign for Indian consumers themed- What a pleasant surprise! The ad conceptualised by Taproot Dentsu, the creative agency from Dentsu Aegis Network, aims to acquire new shoppers and customers to the site and get them to try Expedia.

MAM Marketing MAM
India is 18-24 months away from an inflection point: Ashish Bhasin

Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.

MAM Marketing MAM
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories