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Imprinted in our memories from the time the ad used to play on Doordarshan, the jingle and the jalebi kid is still alive in our hearts and mind even after two decades.

Back in the early ’90s, this tune had kick-started the ‘Anokhi Shuruat’ of a dynamic journey for Dhara, the edible oil brand. Dhara has now re-launched the tune ‘Dhara Dhara Shuddh Dhara’, taking the audience back to the glorious days of past.

The brand collaborated with the music band the Indian Ocean to give a twist and freshness to the iconic jingle.

Recreation by band Indian Ocean:

Many have grown up listening to the Dhara jingle and humming to the tunes of Indian Ocean band, and today as India sits back at home due to the lockdown, enjoying classical epics such as Ramayan and Mahabharat, Dhara rekindles its milestone era with the Dhara tune.

The campaign has been conceptualised and executed by Mixed Route Juice, and can be viewed on Facebook, Instagram, YouTube and Twitter channels of Dhara. Live for a duration of three weeks, this campaign invites India to submit their version of Dhara Dhara Shuddh Dhara tune and the best entries will be given special prizes from the brand.

Talking on the idea of the campaign, 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 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.”

Speaking about this campaign Amrita Sharma, Creative Head, Mixed Route Juice, said, “Indian Ocean brings back to one’s mind space the memories from a golden era, where bonds among 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 everyone’s life. The connect of the band with what we wanted to do for the brand was perfect.”


Brand: Dhara

Marketing Head: Monika Tomar

Our Partner: Mixed Route Juice