Dhara, the edible oil brand from Mother Dairy, has unveiled its new campaign ‘Mann Ka Khao’, celebrating the simple joy of eating food made with love – without guilt or overthinking. The initiative also highlights Dhara’s refreshed brand positioning: “Dhara – Ek Achha Tel.”
Set against today’s calorie-conscious environment, the film portrays moments where people hesitate before indulging in their favourite comfort foods – until they finally give in and rediscover happiness. The narrative reinforces Dhara’s philosophy that food should be savored, not measured, blending mindful oil use with an active lifestyle.
Dhara emphasizes that its mustard oil absorbs 15% less oil and contains 0% trans-fat, reflecting the brand’s focus on health and quality.
Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable, said, “In today’s world, worries about what to eat often overshadow the joy of indulging in our favorite dishes. At Dhara, we believe food should be savored, not measured. Cook with care, cook with passion, and cherish the flavors of your favorite meals prepared with good oil. Our products allow consumers to enjoy every meal confidently and guilt-free. That’s the Dhara way — inspiring everyone to live joyfully, savor every bite, and embrace the love for food.”
The campaign features relatable moments – a mother frying pakoras, a son sneaking pooris over his protein shake – illustrating the emotional tug between restraint and indulgence. Each scene concludes with characters embracing their meals wholeheartedly, celebrating the warmth of shared food and memories.
The ‘Mann Ka Khao’ campaign is being rolled out across TV, print, digital, outdoor, Bollywood integrations, OTT platforms, and BTL activations in key markets, supported by multilingual messaging to reach a broad audience.
