Ad Campaigns
Dhara launches “Khaane Pe Kehna” campaign
Mumbai: Dhara, India’s leading edible oil brand from Mother Dairy, has launched its new “Khaane Pe Kehna” campaign in Jammu & Kashmir. Rooted in the belief that good food and honest conversations can bring people together, the campaign aims to deepen Dhara’s existing relationship with consumers, transcending mere product promotion.
Most Indian households shy away from uncomfortable conversations, creating a culture of awkward silences. The campaign navigates this challenge of addressing these silences without offending the sensibilities of the audience. The narrative unfolds through the story of a soon-to-be-married daughter and her father reminiscing about their lost mother. Initially hesitant, the father eventually opens up to his daughter about her mother, leading to a heartfelt and honest conversation between the two.
Through this campaign, Dhara aims to encourage open conversations about personal losses to keep the memories alive and make them an integral part of celebrations. “Khaane Pe Kehna” stands as a testament to the brand’s commitment to fostering meaningful connections over food. Dhara believes that mealtime acts as a catalyst, making these uneasy conversations easier to digest, ultimately bringing loved ones closer.
Talking about the campaign, Mother Dairy Fruit & Vegetable Pvt Ltd managing director Manish Bandlish said, “Over the years, Dhara’s Refined Vegetable Oil (Dhara Assure) has been bestowed with immense love and affection from our consumers across the Jammu & Kashmir region, making it our top-most market for the variant. To further strengthen our bond with the consumers here, we have introduced an exclusive version of our campaign which comprises of a heartwarming narrative, with localised elements. We hope that our consumers will shower the same amount of love and affection on our new campaign.”
Speaking about the campaign, DDB Tribal creative head Iraj Fraz said, “Kashmir is a unique market for Dhara, where the wedding wazwaan ingredient lists feature the word ‘Dhara’, instead of ‘cooking oil’. The connection Kashmiris have with the brand is timeless and pure. So, in this fourth edition of the campaign #KhaanePeKehna, we wanted to tell a warm story of the Kashmiri father-daughter connection. This is a film worth watching on a big screen, or at least with earphones.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
