Edible oil brand Dhara has unveiled a campaign titled #TareefonKaTyohar, which puts the spotlight on the essentials of the festival season – food, family and lots of compliments. The campaign is an extension of Dhara’s ongoing communication narrative of ‘Khaane Pe Kehna’, curated with the thought of strengthening the bond with our loved ones over food.
The campaign, conceptualised by DDB Mudra Group, showcases how moments with family become cherished by adding some appreciation to what our loved ones do.
The brand film sees a family getting together for a meal on Diwali evening. When Sonia’s father-in-law tells her the namkeen is burnt, her husband tells his father he fried the snack. To this, his father immediately appreciates him, telling him how proud he is of his son.
Sonia’s mother-in-law then sarcastically highlights how Sonia did most of the work, while her husband came in towards the end, and gathered all the compliments. The film ends with the brand message that a compliment goes a long way in building bonds.
Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable, said, “The festive season is a time to relish and enjoy with your loved ones. A lot goes into as we prepare to celebrate each festival, one after the other. In today’s times, the roles across genders have also evolved and it is indeed heartening to see this change. However, we often take things as given. With the festive fervour across our country, we though that this would be the right time to come out with a storyline which stays true to its nature, be more relatable and yet stays away from the clutter. Afterall, everyone likes appreciation for their contribution. The new festive campaign sends a powerful message that compliments, gratitude, and appreciation can transform familial conversations into moments of joy, make your loved ones feel special, thereby uplifting the festive spirit across households.”
Iraj Fraz, Creative Head, DDB Tribal, DDB Mudra Group, said, “The #KhaanePeKehna campaign is built on the belief that the most difficult conversations can be had, if they’re over good food. And one conversation that deserves a stage during the festivities of Diwali, is the appreciation of the hard work that goes behind it. We’re famous for giving medals to the men who chip in. And often, it’s just assumed that the womenfolk obviously have to do all the prep and hosting work, even when it’s 2023. So do share the campaign with your families. And this year, apart from the wishes of “Happy Diwali!” do share a word of appreciation with everyone who makes Diwali joyful and sumptuous for us.”
Credits
Brand: Dhara Edible Oils
Agency: DDB Mudra Group
Creative: Iraj Fraz Batla, Purva Ummat, Mridul Sharma, Ankur Singh, Chetan Joshi
Strategy: Surbhi Arora, Nupur Sharma
Business: Ashutosh Sawhney, Vineet Kindra, Chirag Chutani, Avishek Prasad
Production House: Electric Dreams Film Company
Director (film): Aniruddha Shankar Sen
Feedback: [email protected]
