With consumers seeking peace in all things familiar, Dhara partners with Indian Ocean to re-create the tune that had helped popularise the brand in the 90s.
Back in the early 90s, the Dhara tune had kick-started the ‘Anokhi Shuruat’ of a dynamic journey for the edible oil brand. Today as Dhara re-launches the tune Dhara Dhara Shuddh Dhara, it is bound to audiences back to the glorious days of past. The song has been recreated by Indian Ocean.
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.
Talking on the idea of the campaign, 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. With this campaign, we want to hold our consumers in an emotional bond and stir nostalgia with the melody of the ad.”
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. 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.”