Dhara, the edible oil brand from Mother Dairy, has launched a campaign for its Kachi Ghani mustard oil variant. The campaign aims to establish a recall value in the minds of consumers by making the word 'jhanjh' the X factor. 'Jhanjh' means pungency and is an oft-used term when referring to mustard oils. On another note, it also stands for purity of the mustard oil. DDB Mudra, the creative agency of Dhara, has tried to establish this colloquial term through three TVCs.
The three TVCs showcase an upcoming singer, a party worker and a footballer, respectively, aiming to make it big in their respective fields, as they are guided by their gurus. The gurus tell them that while they have the talent, they do not have the X factor (jhanjh) to make it big.
Taneja further says, ''We worked on breaking category codes at the grassroots. Also, tier II cities like Bhilai, Jorhat and Patna have been driving a lot of trends lately. Our target group for the campaign involves women in the 25+ age group, who are primary decision makers for the kitchen and secondary target group is the males."
The brand positioning has seen a major shift as well. While in 2012, for its 'India Ka Tadka' campaign, the focus was on brand alone, for the Kachi Ghani campaign, the spotlight is on the variant. For the same, marketing spends have seen a 100 per cent jump from the previous years. Towards the promotions, print, digital, TV and outdoor have been used extensively in equal measure. In OOH, metro stations, especially on the blue line in Delhi, have been targetted along with Mother Dairy booths. A digital campaign is under wraps and will be rolled out soon.
Adding to it, Taneja explains, "Jhanjh in Kachi Ghani mustard oil is the most sought after virtue driving purchase consideration for consumers, but is also the least talked about. With no brand currently talking about it, we saw an opportunity to own the space. Also, in the eastern part of the country, Jhanjh, apart from meaning pungency, also connotes attitude. We used this as the creative hook to build on the campaign. The central idea was to make it synonymous to Dhara Kachi Ghani Mustard Oil, by correlating jhanjh to attitude."
Furthermore, Mehta shares," Dhara, in my view, has tried to play upon this 'perception value' of a superior quality by linking it to Jhanjh. Jhanjh in itself, is not a consumer word but it could turn to be catchy and give consumers a reason whithout any specific reason to buy Dhara mustard oil in Kachi Ghani variety. Thus, Jhanjh could prove to be a cosnumer handle for better quality." Also, according to Mehta, the setting of the TVCs is very mass-like that caters to the entire population at large while it shows men instead of women in these ads.
"The ads break consumer codes as they have not shown a woman telling another how to cook or how to take care of her children by using a good mustard oil. Most women these days, do not even like listening such stuff from others of their gender. On the contrary, the TVCs have been presented in an interesting and heartwarming manner where the execution of the ads uses day-to-day language and modern communication to convey the message clearly." states Mehta.
Quoting on the campaign, Shivil Gupta, creative director, DDB Mudra North says, "Dhara has been a core family member in every household for over two decades. The challenge was to make the consumers aware that Dhara Kachi Ghani Mustard Oil is the most pungent mustard oil. This lead to the creation of smart, humorous and clutter-breaking scripts that refrained from showing stereotypical daughter-in-laws, mother-in-laws, happy families, kitchens, mothers / wives etc. as the custodians of the family's health. Jhanjh is the word which commonly stands for pungency but colloquially also denotes attitude in the Eastern parts of the country where it is consumed the most. Now, through the commercials whenever someone thinks of Jhanjh - Dhara Kachi Ghani Mustard Oil will come first in his mind."