Background

Refined Vegetable oil was the first variant

launched under the brand name Dhara in 1988.
From the beginning Dhara’s image has been built
around purity and taste. Sunflower oil, the fifth
variant to be launched under the umbrella brand
Dhara, in 1992 was also seen in the same light
by the consumers.

By 1996, the sunflower oil category showed

tremendous growth potential. A research
conducted in the same year brought up three
significant pointers:
– Health was an important consideration while
buying edible oil.

DHARA
HEALTH
Refined Sunflower Oil

– Consumers perceived sunflower oil as

healthy oil.
– Despite this, Dhara Sunflower Oil was not
in the consideration of such consumers.
In light of this, it was clear that Dhara Sunflower
Oil would need to be positioned on the ‘good
health’ platform, as different from the Dhara
image of purity. A decision was taken to relaunch
the sunflower oil variant as a sub-brand to help
it maintain a distinct identity from the mother
brand Dhara.

Consumer Insight: Consumers’ expectation of

health from an edible oil was a better quality of
everyday life, (rather than strength or fitness).
Health in this day-to-day context is more
relatable to a wider audience.

4
Press ad

Communication strategy

Refining Translates to
Raw Refined Lesser oil feeling lighter
Sunflower Oil Sunflower Oil retention in food. and energetic
Dewaxing all day long.

The strategy was to communicate a compelling

health proposition.
Communication objective
To extend the franchise of Dhara to the health
conscious sunflower oil consumer.
Target audience
The core target audience identified were house-
wives in SEC A, B and C, 25+.
Branding
The branding was kept simple and the key
benefit was in the name itself – Dhara Health.
The proposition
The product benefit of feeling lighter was
delivered through an emotional promise.
Creative approach
The emotional core for the campaign is ‘Pride
in Dad’. Kids value the quality time spent with
their Dads. The communication was built
around how Dads can feel more energetic even
after a complete days work and still have the
energy to play with the kids. It was articulated
in the phrase - ‘My Daddy Strongest’.

5
 My Daddy Strongest - 40 secs.
Film opens on middle-aged
people and a question is
asked in the Voice Over on
the quality of good dads.
VO, ‘How can you say who
is a good Daddy?’
‘He is our biggest
supporter’.
‘A good batsman’.
‘Doesn’t tire easily’.
Close up of food shots.
Quality of the new Dhara
Health being mentioned in
the Voice Over.
6
‘New Dhara Health is
refined, light and dewaxed.
The dewaxing process
removes all the traces of
stickiness and less oil is
retained in the food’.
‘Because of lesser oil, one
feels light and more
energetic’.
Product Window
Housewife endorsing the
quality of oil.
VO, ‘ Better life, stronger
Dads’.
VO of child testifying, ‘My
Daddy Strongest’. Media strategy
• The launch was announced across all
leading national dailies & TV channels so
as to maximise target reach.
• To ensure outdoor visibility, POPs, Shop
boards and Hoardings were taken in key
centres.
• With an aim to make it the flagship brand,
and ensure high trial rates there were some
special initiatives like Father’s Day
Promotion, Medal Scheme & Small Town
Press Campaigns.
Press ad

Dhara Health vs. Competitive brand

Trials
Dh Hlth
Comp. Brand
450
400
350
Cumulative HH in 000s

300
250
200
150
100
50
0
Father’s Day Promotion 1 2 3 4 5 6 7 8 9 10
IMRB Six city total Months
To strengthen Dhara Health’s platform of ‘Pride Mth 1: Dhara Health - Jan '98 Comp. Brand - July '98
in Dad’, in June 1998, Dhara Health celebrated
Father’s Day with a unique promotion.
Repeat Purchase
The offer was a free Dhara Health T-Shirt
Dh Hlth
printed with the photograph of father and child 210 Comp. Brand
for the first 5000 entrants who sent in their 180
photographs. A single release in daily press
150
Cumulative HH in 000s

fetched 25,000 responses.

120

90
Results
60
The launch of Dhara Health was very successful
30
and resulted in trial rates and repeat purchases
0
which were much higher than any of the 1 2 3 4 5 6 7 8 9 10
Months
competitive brands launched during the same IMRB Six city total
Mth 1: Dhara Health - Jan '98 Comp. Brand - July '98
time period. (see graph)

7
 Article in the Femina Girl (Vol.No. 1, Issue No.5), dated June 2002.

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News report in The Times of India,

Ahmedabad dated 29 July, 2002.
Dhara Today
The communication strategy has been very
successful till date.
The launch TVC is running unchanged
effectively even today albeit with a different mix
– one that is more skewed towards satellite
channels.
The brand line ‘My Daddy Strongest’ has seeped
into local parlance.