Ad Campaigns
OMD India’s campaign for Dalda shines at Drum’s Social Purpose Awards 2018
MUMBAI: Marketing performance company OMD India has announced that its campaign ‘#PehleTum’ for Dalda Cooking Oils won the award for ‘Best Integrated Marketing Campaign’ at the Drum’s Social Purpose Awards 2018 in London last week. The win comes shortly after the campaign won the Mumbrella Award for Bravery at the Mumbrella Asia Awards 2018 last month.
‘#PehleTum’ (You First) campaign was designed to promote gender equality, specifically targeting those households where women take the sole responsibility of cooking for the entire family and only eat after ensuring everyone else has eaten. Dalda Cooking Oils partnered with Leo Burnett and OMD India to create this campaign urging husbands and families to offer the first bite of every meal to the women of their household.
OMD shares that in order to drive change it utilised a ‘judiciously woven mix of media, with each medium planned and integrated in a manner that added relevance, weightage and a new meaningful layer to the core communication of #PehleTum’. The compelling campaign reached over 14 million people through various touch points while increasing brand recommendation for Dalda Cooking Oils by 85 per cent.
Commenting on the win, OMD India CEO Priti Murthy said, “I am extremely proud of the team for their media approach on this campaign, facilitating the amplification of such an important message in today’s society. These latest recognitions are a testament to the brave work we do at OMD India to help our clients cut through the clutter and generate real impact for their brands.”
Bunge India marketing head Milind Acharya added, “A very simple insight that led to #PehleTum was; with changing times, shouldn’t the homemaker be a part of the dinner table along with entire family which, in our society is an important aspect, where family matters are also discussed. We attempted to put this onus on the Male members of the family to invite her to take her rightful place. As Dalda oil is an integral part of any meal, the homemaker is also an integral and equal part of the family and all related matters. Recognition of the campaign and its thought encourages us to continue such efforts, which are relevant for the brand, the consumer and the society.”
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.
