Dalda and Leo Burnett’s new campaign promotes the changing scenarios in Indian kitchens

Dalda, one of India’s most iconic brands, associated with taste and purity launched its new brand campaign during Diwali. With its new brand campaign, Dalda aims to bring in forefront the changing scenarios in the Indian kitchens.

The oil brand from Bunge India has launched its two television commercials with the new positioning of ‘Naye Zamane ka Naya Dalda. The new commercials are conceived by Leo Burnett India, with a message ‘India ke kitchens badal rahe hain aur unke saath badal gaya hai India ka Dalda’. It highlights the fact that consumers in the kitchen are evolving each day and in turn, Dalda too, is evolving with them. The films attempt to focus on new and real bonding stories from the kitchens of India. The New Dalda Refined Soyabean oil is enriched with Vitamins A, D, E and contains Omega 3 & 6 and has Zero Cholestrol.

VIEW SPOT ONE

VIEW SPOT TWO

In its first commercial titled ”Mother-in-Law’, they show popular Bollywood actress Sheeba Chadda (of Dum Lagaa Ke Haishaa, Talaash fame) playing a staunch vegetarian mother-in-law cooking a non-vegetarian meal for her daughter-in-law. The commercial echoes the fact that kitchens become the ultimate bonding place to bridge the culture and age gap.

The second commercial titled ‘Mother-Son’, portrays actress Tisca Chopra (of Taare Zameen Par fame) playing a new-age Mother who is teaching and encouraging her son played by child actor Rudra Soni (of Peshwa Bajirao fame) on how to cook. The film highlights the values new India upholds – that everyone must learn to cook, gender no bar. Watch the film here –

Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “When we think about the India we once grew up in, we realise that it is almost unrecognizable from what it is today. Our society, our norms, the way we look at our value system, everything has changed so much. And yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a Humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.”

Credits –

Associate Post-Producer: Mahesh Hasolkar