Edible oil brand Dhara, part of Mother Dairy, has launched a new campaign titled ‘Mann Ka Khao’, aligning with its updated brand positioning – ‘Dhara – Ek Achha Tel’. The campaign promotes the idea of enjoying food without guilt, encouraging a balanced approach to eating.
The campaign is being deployed across television, print, digital, outdoor media, cinema, and OTT platforms. It also includes below-the-line activations in select markets, and will run for six months.
As part of its messaging, Dhara highlights its mustard oil variant, which it claims absorbs over 15% less oil and contains 0% trans-fat. The company says these features support balanced eating habits while maintaining taste and quality.
Mr. Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd., said, “In today’s world, worries about what to eat often overshadow the joy of indulging in our favourite dishes. At Dhara, we believe food should be savoured, not measured. Cook with care, cook with passion, and cherish the flavours of your favourite meals prepared with good oil. We stand for balance — combining mindful oil use, an active lifestyle, and the right products. As a brand, we are committed to providing choices that make this possible: Dhara’s mustard oil absorbs over 15% less, contains 0% trans-fat, and meets the desired quality standards, so our consumers can enjoy every meal confidently and guilt-free. That’s the Dhara way — inspiring everyone to live joyfully, savour every bite, and embrace the love for food.”
The campaign centres on the idea that food today is often approached with hesitation, governed by calorie counts and nutritional guidelines. Dhara positions its messaging as a reminder of the comfort and connection food once held, aiming to encourage people to eat what they enjoy, in moderation, without constant concern.
The campaign film features a series of domestic scenes: a mother cooking fritters while her daughter opts for a salad, a boy choosing between a protein shake and freshly fried pooris, and similar moments where individuals hesitate before choosing traditional comfort food. Eventually, each character gives in and eats what they had originally resisted, shown enjoying the food without guilt.
The campaign also includes multilingual messaging and targeted consumer engagement initiatives across different platforms.
