Dhara celebrates India with its latest campaign ‘Tyohaaron ki Dhara’

What are festivals without food. Right? And who knows festivals, food and celebration better than Indians. With this basic insight was born the idea of the new campaign from Dhara, India’s leading cooking oil brand. The number of hours spent in meticulous planning for each festival celebration in every household in no closed kept secret, right from the home decoration to the outfits for each member of the family. And that brings us to the food. The amount of planning and emotions that are involved with festival cuisine is anybody’s guess. The most elaborate list of choicest ingredients is drawn out and the entire family pitches in with the buying and the preparation process.

India enjoys a fairly busy festival calendar and we Indians keep track of these festivals with the same amount of zeal. While Navroz may be parsi new year, but it’s an excuse for Indians to feast on parsi food. Similarly Eid is an excuse big enough for all and sundry to launch themselves on a food trail through the long intertwining bylanes of Jama Masjid to get their share of kababs, saviya and biryani. And the list of excuses……oops festivals goes on with Rakshabandhan, Ganesh Chaturti, Navratri, Durga Puja, Diwali, Bhai Dooj, Christmas, Holi.

Without doubt, food is the ‘common binding factor’. And, this is the essence that the ‘Tyohaaron ki Dhara’ DVC aims at capturing. The DVC opens with a doodle of Dhara that then transforms into a lady blowing a conch. The DVC then frame after frame captures the diversity of India and the celebration each festivity brings along and the love for food.

Speaking about the new initiative, Mr. Sanjeev Giri, Business Head – Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Festivals and food bring not just families but the extended household and the entire mohalla together. All of us forget courtesies just to get our share of modak, gujjia, saviya or cakes. And that’s what we at Dhara believe is our nation all about. With this new initiative, we aim to reach out to masses and celebrate with them the festivities of India where our love for food has always been a binding thread.” 

To elaborate the campaign idea, Shivil Gupta, Executive Creative Director – DDB Mudra North explains, “Dhara is one of those brands that give a lot of opportunities for creativity to come out at its best. With this campaign, we tried to capture the true spirit of Indian festivals and how the signature delicacies of these festivals bring people together. To build on this insight, we took a simple yet effective route through an animation film. We’re pretty sure that this film will make this festive season even more special.”

The DVC is intended for a roll out on leading digital and social media platforms namely YouTube, Hotstar, Facebook & Instagram, the brand also plans to take it through Cinema as well.

The new DVC can be viewed at: https://youtu.be/bYNIv0fYpiM

Agency Credits:

Chairman & Chief Creative Officer: Sonal Dabral

Head of Office (North): Vandana Das

Creative Head, North: Sambit Mohanty

Account Management: Vineet Kindra, Nandita Bajpai, Vinshul Upadhyay

Creative Team (Copy): Shivil Gupta, Binoy Sarkar, Mohit Dabral

Creative Team (Art): Subhashish Datta, Pallav Medhi, Manoranjan Kumar

Account Planning: Sumeer Mathur