The initiative blends in-content advertising with entertainment, reinforcing Dhara’s message of joyful, guilt-free eating.
Dhara Edible Oils has rolled out its latest campaign, ‘Mann Ka Khao,’ using an innovative in-content advertising approach that places the brand seamlessly within television and film narratives. Executed by Whisper World under its In-Content Advertising (ICA) format, the campaign is currently featured across leading channels like Star Plus and Colors TV, as well as in Maddock Films’ recent release Thamma – starring Ayushmann Khurrana, Rashmika Mandanna, Nawazuddin Siddiqui, and Paresh Rawal.
The campaign builds on Dhara’s enduring philosophy of celebrating food made with love, emphasizing indulgence and emotional satisfaction over restriction.
“In today’s world, concerns about what to eat often overshadow the joy of indulging in our favourite dishes,” said Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable. “With ‘Mann Ka Khao,’ we want to remind people that food should be savoured, not measured. Through our collaboration with Whisper World, we’ve been able to bring that message to life within everyday entertainment – across television and cinema.”
Leveraging ICA technology, Dhara’s presence is subtly woven into TV shows through seven-second in-content integrations that appear at peak attention moments – such as transition shots or high-emotion sequences.
“Television remains India’s most influential medium,” noted Guneet Anand, Partner, Whisper World. “Our ICA format transforms passive viewing into active engagement. For Dhara, we crafted placements that feel natural within the storyline – so the brand doesn’t interrupt the content, it enhances it.”
The campaign’s cinematic presence in Thamma takes this approach a step further.
“In Thamma, Dhara’s integration added an authentic, everyday layer to a larger-than-life story. The brand didn’t just appear – it belonged,” Anand added.
By embedding its message within popular entertainment, Dhara continues to evolve its storytelling – transforming simple moments of eating into emotional, cultural experiences that connect deeply with Indian audiences.
