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Creative

Dhara Kachi Ghani Mustard Oil Plays on ‘Jhanjh’ in Latest Campaign by DDB Mudra North

DDB Group Asia Pacific, 2 years, 3 months ago

Reinforcing the brand’s position and establishing it as an aid for better taste

Dhara Kachi Ghani Mustard Oil Plays on ‘Jhanjh’ in Latest Campaign by DDB Mudra North

Indian cooking oil brand Dhara has recently unveiled a new campaign for its Kachi Ghani Mustard Oil variant. The campaign plays on oil’s jhanjh (meaning pungency).

Dhara has a strong lineage in the mustard oil category. It’s Kachi Ghani variant was launched in 2006. The allyl content of Kachi Ghani Mustard oil makes it more pungent than the regular Mustard oil.

This oil variant is used extensively for traditional Indian cooking.

The campaign pans across media platforms with an extensive use of television, outdoor, digital and print mediums. The three ad films which comprise the larger part for the campaign attempt to correlate Jhanjh to a person’s attitude.



A series of thee different scripts showcase an upcoming singer, a political party worker and a footballer, being guided by their mentors. The films moves with the protagonist showing their best work to the mentors and the mentors advising them that while they have the required talent, they do not have the X factor (Re: Jhanjh) to make it big. The films closes with a call of action to use Dhara Kachi Ghani Mustard Oil for consumers who want Uttam jhanjh, Behtar Swaad.

The campaign has been developed with an idea to create a relation between the jhanjh of the oil that makes the food taste better and the X-factor that helps a person succeed in his life.

Quoting on the campaign, Shivil Gupta, creative director, DDB Mudra North said, “Dhara has been a core family member in every household for over two decades. The challenge was to make the consumers aware that Dhara Kachi Ghani Mustard Oil is the most pungent mustard oil.

This lead to the creation of smart, humorous and clutter-breaking scripts that refrained from showing stereotypical daughter-in-laws, mother-in-laws, happy families, kitchens, mothers and wives as the custodians of the family’s health.

Jhanjh is the word which commonly stands for pungency but colloquially also denotes attitude in the Eastern parts of the country where it is consumed the most. Now, through the commercials whenever someone thinks of Jhanjh - Dhara Kachi Ghani Mustard Oil will come first in his mind.”

Speaking on the new campaign, Mr. Sanjiv Giri, business head - Dhara said, “The campaign has been developed after an extensive research with the consumers. The campaign is preceded by a packaging change and fortification with Vitamin A & D. I am confident that with our new campaign, we will be successful by bringing in clarity of our positioning and USP of the product to grab the mind share of our valued consumers.”

Adding to it, Amit Kumar Taneja, deputy general manager of marketing said, “Jhanjh in kachi ghani mustard oil is the most sought after virtue driving purchase consideration for consumers but is also the least talked about. With no brand currently talking about it, we saw an opportunity to own the space. Also in the eastern part of the country, Jhanjh, apart from meaning pungency also connotes attitude. We used this as the creative hook to build on the campaign. The central idea was to make Jhanjh synonymous to Dhara Kachi Ghani Mustard Oil by correlating Jhanjh to attitude.”

Creative Agency

Account Managers: Radhika Das & Anshum Maini

Chairman: Sonal Dabral

Chief Creative Officer: Sonal Dabral

Creative Agency: DDB Mudra North

Creative Team: Sambit Mohanty, Shubhashish Datta & Shivil Gupta

Creative Team (cont.): Binoy Sarkar & Pallav Medhi

President: Vandana Das

Category: Food , Sauces and spreads

Genre: Storytelling