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Dhara launches digital campaign #WomenOfChange, showcasing balancing acts
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Thursday, 16 January, 2020, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Dhara, India’s leading edible oil brand, has launched #WomenOfChange, a new digital campaign. It comprises a series of videos in which ordinary women tell their extra-ordinary stories of balancing their daily chores with their subdued passions. The overall intent is to bring to limelight such stories that are often talked about all around us, but do not get the attention that they deserve.
The campaign has been conceptualised by Dhara and is being executed in co-ordination with Mixed Route Juice.
Talking about the new campaign, Sanjeev Giri, business head, Dhara, Mother Dairy Fruit and Vegetable Pvt Ltd, said, “In today’s times, work and personal life are mostly mashed together in a blur of activities, and 24 hours suddenly become too less to find out one’s purpose and calling.”
“This campaign is a testament to those women who have not only succeeded in their work and personal lives, but have also followed their passion, balancing everything in just the right manner,” he added.
“The all-new campaign is our effort to encourage such women across all walks of life and inspire them to do more in a day and pursue the things they love,” Giri said.
The video-led campaign will introduce one video every month on Dhara’s digital pages including Facebook, Instagram, Twitter and YouTube, featuring one woman at a time, and will cover different scenes entailing various scenarios of her life, and how they have managed time for their passions, despite the hectic daily routine they have to go by.
“We have seen women constantly juggling between roles, leaving out the things they love doing the most, and yet there are many astonishing ordinary lives with extra-ordinary stories within them,” Giri said.
“The new initiative is an extension to our umbrella positioning of Zara Sa Badlaav, as these videos of ordinary women will encourage others to dig deep and search for their true calling, thereby invoking a change within,” he added.
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