Mumbai: Dhara Edible Oils’ latest campaign, ‘Mann Ka Khao’, is capturing audience attention across India through a strategic blend of emotion-driven storytelling and innovative integrations across prime-time entertainment. The campaign, executed through Whisper World’s In-Content Advertising (ICA), is now visible across leading GEC channels Star Plus and Colors TV, and has also made a special appearance in Maddock Films’ newly released hit Thamma, starring Ayushmann Khurrana, Rashmika Mandanna, Nawazuddin Siddiqui and Paresh Rawal.
Speaking about the campaign’s core message, Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd., said, “In today’s world, concerns about what to eat often overshadow the joy of indulging in our favorite dishes. With our ‘Mann Ka Khao’ campaign, we believe that food should be savored, not measured. Cook with care, cook with passion, and cherish the flavors of your favorite meals prepared with good oil. Through our association with Whisper World, we’ve been able to bring this message to life across popular television programs and the recently released film Thamma — seamlessly weaving Dhara’s philosophy into everyday stories that truly resonate with viewers. Our commitment remains unchanged — to offer oils that blend taste, health, and trust, so every meal can be enjoyed with confidence and happiness.”
By using ICA, Dhara’s messaging has been naturally embedded into transition shots and high-attention visual segments on television, making the brand visible in contextual, story-aligned moments. This enhances relatability while ensuring that the viewer experience remains uninterrupted.
Highlighting the effectiveness of the medium, Guneet Anand, Partner, Whisper World, noted, “Television continues to be India’s most influential medium, and ICA enhances its impact by turning passive viewership into active engagement. With Dhara, we used precise seven-second integrations at moments of peak attention, ensuring the brand message lands naturally, not forcefully. It’s where engagement meets efficiency; ICA delivers the scale of TV with the precision and accountability of digital.”
The Mann Ka Khao campaign extends its presence to cinema as well, with a meaningful integration in Thamma. Here, Dhara seamlessly fits into the film’s narrative, supporting the storyline with authenticity.
“In Thamma, Dhara’s integration added a real-world touch to a larger-than-life story. The brand didn’t just appear; it belonged. ICA, which embeds the brand directly into the narrative through neutral, high-attention shots, ensures Dhara’s message is consciously absorbed by viewers during their most engaged moments,” concludes Guneet.
