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.”

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