MAM
Dhara rekindles “Dhara Dhara Shuddh Dhara” tune
MUMBAI: Imprinted in our memories from the time the ad used to play on Doordarshan, the jingle and the jalebi kid is still alive in our hearts and mind even after two decades. Back in the early 90's, this tune had kick-started the ‘Anokhi Shuruat’ of a dynamic journey for the leading edible oil brand and today as Dhara re-launches the tune Dhara Dhara Shuddh Dhara, it takes the audience back to the glorious days of the past.
Not only is it an epic comeback of the brand’s jingle but fuelling the brand space and lending a fresh look to it is the music band- Indian Ocean which is also iconic to the era.
Many have grown up listening to the Dhara jingle and humming to the tunes of Indian Ocean band, and today as India sits back at home due to the lockdown, enjoying classical epics like Ramayan and Mahabharat, Dhara rekindles its milestone era with the Dhara tune.
On the idea of the campaign, Mother Dairy business head – Dhara Dinesh Agrawal said, “Dhara has been deep-rooted in the Indian value system since 1988. This phase of lockdown has taken us back in time when people enjoyed even the smaller joys of day to day life. As we spend time with family and travel back the memory lane, we want our consumers to also travel back and relive those moments with us on an emotional journey. Dhara tune has ruled our hearts then and continues to rule now and forever. With this campaign,we want to hold our consumers in an emotional bond and stir nostalgia with the melody of the ad.”
The campaign has been conceptualised and executed by Mixed Route Juice and can be viewed on Facebook, Instagram, YouTube and Twitter channels of Dhara. Live for a duration of three-weeks, this campaign invites India to submit their version of Dhara Dhara Shuddh Dhara tune and the best entries will be given special prizes from the brand.
Mixed Root Juice creative head Amrita Sharma said, “Indian Ocean brings back to one’s mind space the memories from a golden era, where bonds amongst people were stronger. The current situation has brought all new realisation that has given family time more precedence over the rest of the things. With this campaign, we wanted to bring back the same goodness that once a prime part of everyone’s life. The connect of the band with what we wanted to do for the brand was perfect.”
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
