Dalda’s new campaign reflects India’s changing kitchens & value systems

Dalda, one of India’s most iconic brands, aims to bring in forefront the changing scenarios in the Indian kitchens with its new brand campaign. The cooking oil brand from Bunge India has launched two new TVCs with the new positioning of ‘Naye zamane ka Naya Dalda’. The integrated campaign has been created by Leo Burnett India with a message ‘India ke kitchens badal rahe hain aur unke saath badal gaya hai India ka Dalda’. 

The campaign highlights the fact that consumers in the kitchen are evolving each day and in turn, Dalda, too, is evolving with them. The films attempt to focus on new and real bonding stories from the kitchens of India. 

Samir Jain, Managing Director, Bunge, remarked, “Dalda is a unique brand and one of the few heritage brands, which has seen the country change over the years. It becomes imperative for the brand to be a part of this changing consumer journey. The films resonate this thought of ‘Aap badal rahein hein, isliye badal raha hain apka Dalda’ to showcase the evolution of kitchens as not just a cooking place, but a destination of changing value systems.” 

The TVC titled ‘Mother-in-Law’ shows actress Sheeba Chadda (of ‘Dum Lagaa Ke Haishaa’ and ‘Talaash’ fame) playing a staunch vegetarian mother-in-law cooking a non-vegetarian meal for her daughter-in-law. The commercial echoes the fact that kitchens become the ultimate bonding place to bridge the culture and age gap. 

Watch the film:

The second TVC, titled ‘Mother-Son’, portrays actress Tisca Chopra (of ‘Taare Zameen Par’ fame) playing a new-age mother, who is teaching and encouraging her son, played by child actor Rudra Soni (of Peshwa Bajirao fame), on how to cook. The film highlights the values new India upholds – that everyone must learn to cook, gender no bar. 

Watch the film:

Commenting on the launch of the new campaign, Milind Acharya, Marketing Head, Bunge India, said, “Dalda stands on the foundation of its continuous effort to keep pace with the changing consumer behaviour. Over the years, Dalda has entered the growing segment of cooking oils. In a cluttered market with presence of strong regional and national players, Dalda has enjoyed a very high brand recall; has started its journey to find its rightful place. Being one of India’s oldest brands, Dalda understands the Indian consumers and their changing mind set. India and specifically Indian Kitchens are experiencing a huge lifestyle and mind set change. The key anchor of this change is the women who within her own kingdom, that is, the kitchen, try to inculcate the new mindset. We aim to bring across a visual representation of these positive changes we are observing around us through our two new TV commercials.” 

Elucidating on the new Dalda campaign and how it reflects changing India, Rajdeepak Das, Chief Creative Officer, Leo Burnett, and South Asia, said, “When we think about the India we once grew up in, we realise that it is almost unrecognisable from what it is today. Our society, our norms, the way we look at our value system, everything has changed so much. And yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a Humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.” 

Dalda was acquired by Bunge India in 2003 from Unilever. Dalda’s name has been part of millions of households across India for the past 75 years. 

Campaign Credits: 

Client: Bunge India

Brand: Dalda

Creative agency: Leo Burnett India

Chief Executive Officer, Leo Burnett, South Asia & Publicis Communications India: Saurabh Varma

Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha

Executive Director and Branch Head, Mumbai: Rakesh Hinduja

Head of Planning, Mumbai: Ajeeta Bharadwaj

Business Head: Oindrila Roy

Executive Creative Director: Vikram Pandey (Spiky)

Creative Director: Brahmesh Tiwari

Creative Team: Vishal Nicholas, Amit Mithkar, Jayesh Dixit

Account Management: Rishu Verma, Hemal Thakkar, Rohan Mitra

Planning: Aditi Jain, Yousuf Rangoonwala

Production House: Prodigious, Code Red Films

Head of Prodigious: Vandana Watsa

Director: Gajraj Rao

Prodigious Producer: Anup Das

Code Red Producer: Subrat Ray, Gajraj Rao

Associate Producer: Mahi Saini, Apratim Bhatnagar

Post-Producer: Sajid Shaikh

Associate Post-Producer: Mahesh Hasolkar


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