MAM
Dhara rolls out ‘India Ka Tadka’ campaign
MUMBAI: Dhara, the edible oil brand from the Mother Dairy stable, is launching its new marketing campaign titled- ‘India Ka Tadka‘.
Developed by DDB Mudra Delhi and shot by Thumbnail Pictures, the brand has launched the TVC pan-India with Hindi, Marathi, Kannada and Bengali edits.
According to the company, the word ‘tadka‘ has a lot more meaning. It‘s also a metaphor for the spice of life. It signifies this joy of life and celebration of life with food. The positioning of the campaign tries to capture the significance of food even in smallest of celebrations.
DDB Mudra Group- Delhi president Vandana Das said, “We take a lot of pride in this campaign and our association with Dhara for so many years. With past campaigns like ‘Jalebi‘ and ‘My Daddy Strongest‘ done for Dhara the benchmark was already set very high. What‘s great and delights us is that we managed to partner the client in creating yet another campaign that not just breaks the category clutter but also captures a strong insight. India ka Tadka for sure depicts every one of us in some way or the other.”
Additionally, an OOH campaign is also rolled out in different cities across India. Targeting women aged 25 years and above, the television commercial aims to spread the message of apt consumption of oil.
Mother Dairy senior brand manager- Dhara Amit Kumar Taneja added, “Though we Indians love fried food there is a growing awareness on health and fitness due to which people shy away from indulgence. The TVC goes on to say that thought the food is fried in Dhara it still is healthy and we can still enjoy our favorite khana. The TVC encourages consumers to change their cooking oils frequently as different oils offer different benefits. The message is being reinforced on Dhara packaging as well, which reads as ‘For optimum health benefits Dhara recommends consumption of more than one variant to get balanced quantity of saturated fatty acids (SFA), monounsaturated fatty acids (MUFA) and polyunsaturated fatty acids (PUFA) along with a variety of micro nutrients present in different oils.”
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
