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This Women’s Day, Dalda Oils Encourages Indian Men to say #PehleTum

MediaInfoline March 8, 2018

Indian women have always been putting their family’s concerns of day-to-day needs or family’s long term plans BEFORE themselves. This instance eventually extends to the dinner table too as they like to ensure that their family is well fed before she reaches out for her plate. They do it for their own will, love and affection; and expect nothing. However, due reciprocating action hasn’t been coming in from the family. Taking insight from this aspect, Dalda Oils, one of India’s iconic brands, unveiled their new digital campaign #PehleTum today on the occasion of Women’s Day. Through this campaign, Dalda is urging Indian men to share the first bite of the meal with the women who prepare the meal so lovingly for the family. It imperceptibly brings to life the changing attitudes and treatment of Indian households. The campaign was flagged off with a video going live across digital platforms and simultaneously hosted a one of its kind panel discussion in Lucknow on 7th march wherein tinsel town’s very own starlet Hiten Tejwani advocated a change that is slowly reflecting across homes. Lending support to Dalda, in this endeavor is the well-known Radio Station 92.7 Big FM.

Within hours of going live the campaign has garnered 1.3 Mn views on YouTube and 2.3 Mn views on Facebook generating a reach of 4.5 Mn.

#PehleTum is an endeavor towards engulfing the women of the house beyond warm food into warm conversations. Dalda’s #PehleTum campaign is set to champion the changing scenarios in the Indian households & kitchens. The campaign highlights the fact that while consumers in the kitchen are evolving each day, Dalda, too, is evolving with them along with encouraging the male members to evolve as well. The campaign attempts to focus on renewed bonding stories between members of the family from kitchens of India.

Commenting on the occasion, Mr. Milind Acharya, Marketing Head, Bunge India said, “As a brand, Dalda has always evolved to meet the needs of the new Indian kitchens & households evolving from a Vanaspati to a Range of Refined and Pure Oils. #PehleTum is an attempt to highlight the change in our contemporary society and how the conscious Indian male is making efforts towards making his female counterpart be a part of larger picture at dinner table conversations. Through #PehleTum, the brand has not only highlighted and encouraged men to give women their rightful place on the dining table but also tried to inculcate a new mindset bringing about a positive change in Indian household.”

Elaborating about the initiative, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia said, “A heritage brand like Dalda wants to make Indian kitchens more progressive. But one problem that refuses to go away is how women – wives, mothers, sisters and mothers-in-law generally eat only after they have served the family. We spotted a human problem here and called it out with the #PehleTum initiative. It is out-and-out a Humankind idea, and we hope to bring about a behavioral change at the Indian dinner table.”

Further commenting on this new campaign, Mr. Harish Shriyan, CEO, OMG India said, “It is said that “Change begins at home”. We at OMD are proud to be associated with #PehleTum, a simple change initiative by Dalda refined Oils that includes the woman of the house ‘to the joy of eating with the family’. Over the years we have seen our grandmothers, mothers, aunts and wives ensuring that we all get warm, healthy and tasty food first, without worrying too much about themselves. This initiative on International Women’s day is a step towards bringing about this change in society in India.”

With #PehleTum, Dalda Oils has beautifully integrated this transformation reflecting everything it stands for. Right from its creative to digital to media and PR, #PehleTum is a unique integration of the idea that the key anchor of this change is men who are trying to inculcate a new mindset.

About the association, Mr. Tarun Katial, CEO, BIG FM said, “The #PehleTum campaign by Dalda Oils for Women’s Day was a great fit with our #AbMeriBaari campaign as both brands intended to achieve the objective of encouraging men to become more aware about the importance of women in their lives and do something for them. As part of the association on air and on digital, we are doing a series of inspiring stories by music director-singer Shekhar Ravjiani and an interesting video integrating the #PehleTum concept and the core thought. We look forward to having more such meaningful partnerships.”

Campaign credits:

Client: Bunge India

Brand: Dalda Oils

Head of Marketing: Milind Acharya

Senior Marketing Manager: Prashant SUkhwani

Asst. Marketing Manager: Ravi Srivastava

Senior Marketing Executive: Divya Jahagirdar

Chief Executive Officer, Leo Burnett South Asia: Saurabh Varma

Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha

Executive Creative Director: Vikram Pandey

Creative Team: Brahmesh Tiwari, Vishal Nicholas, Sanjeev Kumar, Vinayak Ghadigaonkar

Planning Head: Ajeeta Bharadwaj

Planning Director: Sushruta Mukherjee, Aditi Jain

Executive Director and Branch Head – Mumbai: Rakesh Hinduja

Business Head: Oindrila Roy

Brand Associate: Hemal Thakkar, Rohan Mitra

Production House: Prodigious

Executive Producer: Vandana Watsa

Producer: Akshay Multani

Associate Producer: Apratim Bhatnagar

Media & Digital Agency: OMD

Head Content & Consumer Activation: Samhita Bakre

General Manager: Tarun Kishore

Business Team, Ajay Varghese, Rima Mehta, Pradnya Adhikari, Lynette D’Souza, Bhavika Chhabria & Sachin Iyer

PR Agency: Madison Specialist Communications Services Pvt. Ltd.

Group Manager: Sarah Rajan

Manager: Shweta Pawar

Senior Brand Communications Executive: Priyanshi Shah


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