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.”
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
