Monday, March 25, 2019


Dhara unveils campaign urging people to consume less oil, cook healthier
Monday, 21 May, 2018, 08 : 00 AM [IST]
Our Bureau, New Delhi
Leading edible oil brand Dhara will soon be launching Zara sa badlav banaye life behtar, a nation-wide campaign to promote lesser edible oil consumption as part of its efforts to promote responsible consumption for a healthy lifestyle. It will promote healthy living through healthy cooking via moderate use of edible oils.

To make consumers aware of appropriate consumption of edible oil, Dhara will be encouraging lesser oil consumption by creating awareness about the Indian Council of Medical Research’s (ICMR) recommended daily allowance (RDA) of 30g of edible oils and fats per day for an individual.

The 360-degree campaign will talk about healthy edible oil habits, besides educating consumers on issues like the quantity of edible oil to be consumed, the right mix (blend) of edible oils, etc.

Speaking on the occasion, Saugata Mitra, director, Mother Dairy Fruit and Vegetable Pvt Ltd, said, “Dhara, as a brand was introduced in the country three decades ago, and has been present in both the refined and filtered edible oil segments.”

“We have always been a conscious brand strongly advocating of healthy living. In fact, we were amongst the first ones to carry a statutory messaging recommending consuming cooking oil in moderation with physical exercise,” he added.

“This new campaign is an attempt to promote healthy lifestyle and encourage people to bring in small change for larger health benefits,” Mitra said.

A television commerical (TVC) promoting good and healthy living will also go live from May 24, 2018, which says, “Dhara keh raha hai khane mein tel daalo kam!”

This campaign will also mark the revival of Dhara’s signature tune, Dhara Dhara Shudh Dhara, which featured in the popular Jalebi ad 25 years ago, with a fresh twist.

Talking about the campaign, Sanjeev Giri, business head, Dhara Edible Oils, Mother Dairy Fruit and Vegetable Pvt Ltd, said, “With evolving needs of our consumers, we closely studied the usage patterns of edible oil which forms the basis of the campaign.”

“As our consumers reinvent themselves as they progress to different stages in life, we are also moving ahead with reinventing the brand’s ideology,” he added.

“The larger thought here is to bring in a change in routine habits to lead a sustainable life,” Giri said.

“We are confident that the consumers will relate to our thought and will gradually take steps to create a more healthy approach towards their lifestyles,” he added.

The brand will also be initiating a series of direct consumer engagement activities, awareness workshops and above-the-line (ATL) and below-the-line (BTL) activities supporting the campaign.

For consumers seeking more information on the consumption of edible oils, a telephonic IVR line will also be launched.
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