Imprinted in our memories from the time the ad used to play on Doordarshan, the jingle and the jalebi kid is still alive in our hearts and mind even after two decades. Back in the early 90s this tune had kick-started the ‘Anokhi Shuruat’ of a dynamic journey for the leading edible oil brand and today as Dhara re-launches the tune Dhara Dhara Shuddh Dhara, it takes the audience back to the glorious days of past.
Not only is it an epic comeback of the brand’s jingle but fuelling the brand space and lending a fresh look to it is the music band- Indian Ocean which is also iconic to the era.
Many have grown up listening to the Dhara jingle and humming to the tunes of Indian Ocean band, and today as India sits back at home due to the lockdown, enjoying Classical epics like Ramayan and Mahabharat, Dhara rekindles its milestone era with the Dhara tune.
Talking on the idea of the campaign, Mr. Dinesh Agrawal, Business Head – Dhara, Mother Dairy, said, “Dhara has been deep rooted in the Indian value system since 1988. This phase of lockdown has taken us back in time when people enjoyed even the smaller joys of day to day life. As we spend time with family and travel back the memory lane, we want our consumers to also travel back and relive those moments with us on an emotional journey. Dhara tune has ruled our hearts then and continues to rule now and forever. With this campaign we want to hold our consumers in an emotional bond and stir nostalgia with the melody of the ad.”
The campaign has been conceptualized and executed by Mixed Route Juice, and can be viewed on Facebook, Instagram, YouTube and Twitter channels of Dhara. Live for a duration of three-weeks, this campaign invites India to submit their version of Dhara Dhara Shuddh Dhara tune and the best entries will be given special prizes from the brand.
Speaking about this campaign Amrita Sharma, Creative Head, Mixed Route Juice said, “Indian Ocean brings back to one’s mind space the memories from a golden era, where bonds amongst people were stronger. The current situation too has brought an all new realisation that has given family time more precedence over the rest of the things. With this campaign, we wanted to bring back the same goodness that once a prime part of everyone’s life. The connect of the band with what we wanted to do for the brand was perfect.”
Recreation by band Indian Ocean can be viewed at: https://youtu.be/kiA-jlXKJGk
Marketing Head – Monika Tomar
Our Partner – Mixed Route Juice