Leading edible oil brand Dhara announced that it will soon be launching a nation-wide campaign to promote lesser edible oil consumption as part of its efforts to promote responsible consumption for a healthy lifestyle.
The campaign ‘Zara sa badlav banaye life behtar’ 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 ICMR’s Recommended Daily Allowance of 30gm of edible oils & fats per day for an individual.
The 360° campaign will talk about healthy edible oil habits along-with educating consumers on issues like quantity of edible oil to be consumed and the right mix (blend) of edible oils etc.
A TVC promoting good and healthy living will also go live from May 24th 2018, which mentions – Dhara keh raha hai khane mein tel daalo kam! This campaign will also mark a revival of Dhara’s signature tune ‘Dhara Dhara Shudh Dhara’ with a fresh twist; which featured in the popular Jalebi ad 25-years ago.
Talking about the campaign, Mr. Sanjeev Giri, Business Head (Dhara Edible Oils), Mother Dairy Fruit & 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. The larger thought here is to bring in a change in routine habits to lead a sustainable life. 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.”
The brand will also be initiating a series of direct consumer engagement activities, awareness workshops and ATL and BTL activities supporting the campaign. For consumers seeking more information on the consumption of edible oils, a telephonic IVR line will also be launched.