Dalda back with ‘Naye Zamane ka Naya Dalda’ proposition

01 Nov,2017

By A Correspondent


Dalda, the oil brand from Bunge India, has launched two television commercials with the new positioning of ‘Naye zamane ka Naya Dalda’. The new commercials are conceived by Leo Burnett, with a message ‘India ke kitchens badal rahe hain aur unke saath badal gaya hai India ka Dalda’.


Said Samir Jain, Managing Director, Bunge: “Dalda is a unique brand and one of the few heritage brands which have seen the country change over the years. It becomes imperative for the brand to be a part of this changing consumer journey. The films resonate this thought of ‘Aap badal rahein hein, isliye badal raha hain apka Dalda’ to showcase the evolution of kitchens as not just a cooking place but a destination of changing value systems.”


Speaking about the new Dalda campaign, 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.”


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