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Dhara launches Milled in India campaign to encourage Made in India food
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Tuesday, 03 March, 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 started an integrated campagin titled Milled in India, encouraging the consumers to adopt to traditional indigenous filtered oils that suit the Indian taste palate, style of cooking and cuisines.
It conveys to the consumers how adopting traditional wisdom goes a long way in improving life – Zara Sa Badlaav Banaye Life Behtar.
The campaign highlights the next behaviour change that Dhara is advocating – using oils that are milled in India. Indigenous oils, typically filtered mustard oil, groundnut oil and gingelly oil, have been used in India for generations, and are considered the ideal cooking medium in India.
Sanjeev Giri, business head, Dhara, Mother Dairy Fruit and Vegetable Pvt Ltd, said, “Food has always been embraced in our country. With global exposure and evolving preferences, consumers are opting for newer oil variants.”
“However, indigenous oils are still best suited for the Indian taste palate. It is also an established fact that with food comes regional preferences, and so does the type of oil,” he added.
“For example, mustard oil is mostly prefered in the northern and eastern regions, whereas groundnut oil is the preferred oil in the west. Through this campaign, we aim to reignite the traditional chronicles while taking our consumers back to their legacy of taste that they all have grown up with,” Giri said.
Milled in India is an integrated campaign initiative of Dhara running across print, OOH, radio, POS, and digital media of communication. The product hero for the entire communication would be indigenous flavoured oils (such as Kachi Ghani mustard oil and groundnut oil). The campaign aims to enhance the brand score and relevance for Dhara in the lives of a new generation and at the same time be rooted in tradition.
Giri said, “Dhara has been the market leader in the filter oil segment and we have been on the forefront to advocate the use of traditional indigenous oils. As a brand, it is not just about highlighting its benefits rather it is invoking small behavioural changes – Zara Sa Badlaav Banaye Life Behtar.”
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