The campaign has been conceptualised and executed by Mixed Route Juice.Edible oil brand, Dhara has re-launched the tune Dhara Dhara Shuddh Dhara, that takes the audience back to the glorious days of past. Back in the early 90s this tune had kick-started the Anokhi Shuruat of a dynamic journey for the edible oil brand.

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. As we spend time with family and travel back the memory lane, we want our consumers to also travel back and relive those moments with us on an emotional journey. Dhara tune has ruled our hearts then and continues to rule now and forever. With this campaign we want to hold our consumers in an emotional bond and stir nostalgia with the melody of the ad.

Amrita Sharma, creative head, Mixed Route Juice, said, Indian Ocean brings back to ones mind space the memories from a golden era, where bonds amongst people were stronger. The current situation too has brought an all new realisation that has given family time more precedence over the rest of the things. With this campaign, we wanted to bring back the same goodness that once a prime part of everyones life. The connect of the band with what we wanted to do for the brand was perfect.

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Dhara brings back memories from the yesteryears - ETBrandEquity.com