Bringing Back Moments That Kept Families Close with Dhara Cooking Oil
What comes to mind when we think of a cooking oil advertisement?
The scene opens with oil pouring into a hot pan – where the brand is slightly revealed. It continues with “puris” being dipped into the oil and the oh-so-Bengali speciality “Phulko Luchi” served with “Aloo Dum”, or any other gravy at the dining table. The family is seen to enjoy the dish and appreciate the Bengali-style “puffed bread”.
The advertisement ends with revealing the cooking oil brand and a statement that connects every scene of the ad together.
Cliché? Pretty much!
Breaking the monotony of oil ads, Dhara cooking oil, from the stable of Mother Dairy Fruit & Vegetable Pvt. Ltd comes up with their new campaign #KhaanePeKehna, something unique and heartwarming.
Indeed, the creative advertisement agency has done a pretty great job!
This campaign is an extension of Dhara’s overall idea – “Zara Sa Badlaav”, meaning “a bit of change.”
It highlights two of the “lost” practices of Indian families –
First. Eating together and mealtime conversations (thus the hashtag, Khaane Pe Kehna”)
Second. Trusting our children and letting them share what they feel without the fear of being judged or controlled.
Let’s understand each aspect individually!
The film, or the ad, begins at a dining table, wherein a small family of three, mother, father and their daughter, sit to have their last meal of the day together. While they are trying to strike up a conversation, the daughter’s phone receives a message, seeing as she smiles. The father notices his daughter and gets a bit curious, however, not letting it get to his daughter so soon. Now, the daughter’s phone rings, and being aware of the father’s presence, she disconnects and types a message. The phone rings back and she turns it upside down. Curious, the father gives the bowl in front of him to his daughter and asks her to heat it up in the microwave.
As soon as the daughter leaves, her phone receives a buzz again and the father moves his hand towards the phone. Quickly the mother stops him by putting “namakdaani” or the salt shaker in his way. Annoyed, the father tells asks his wife if at all she wants to know about the whereabouts of her daughter.
The mother smiles and politely replies that he should know about his daughter’s life from his daughter herself and not her phone.
The scene changes with the daughter coming back and the phone ringing again. As soon as she grabs her phone, the mother asks about it. Without fear, the daughter answers who, what, when and every other thing that is going around her.
The camera pulls out, leaving a happy family vibing together and Dhara’s signature tune being played.
With changes in time, and people getting busier, eating alone has become a norm to suit the individual’s schedule. The family TV time has become individualised and each member is busy on their phone or watching something on their personal devices.
Thus, the ad advocates for #KhaanePeKehna, meaning meal time or dining table conversations.
Who knew that this takes on the film could actually touch hearts and make it a success?
Well, there is more to it!
The latter part of the film focuses on trust, where the mother asks the father to not check his daughter’s phone but to talk to her directly to know about her whereabouts. When done, the daughter is seen discussing her life without any fear and vibing with the family.
With the pressure of good parenting and having control over the child, parents often tend to build up fear within the child. This makes children awkward and uncomfortable to share anything and everything with their parents.
Thus, the film tries to promote a healthy conversation without fear, where the child could be comfortable enough to share everything that he/she is going through – both good and bad.
Quite awakening and heart-touching, isn’t it?
That’s all for now folks. Keep following #BreakingTheAds by our creative advertising agency, as we break down advertisements that touch the heart, aim to bring change, and spread awareness.