Campaign details
Brand: DaldaBrand owner: BungeLead agency: Leo BurnettCountry: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Online video, Public relations, Radio & audioBudget: Up to 500k
Executive summary
Dalda is an iconic 80-year-old cooking oil brand in India.
The brand's biggest enemy? Its legacy.
80 years ago, when Dalda launched Vanaspati (vegetable fat), it was loved by homemakers across India. So much so that it became synonymous with Vanaspati. A good thing then, but not today. Today, this association had cast an unhealthy shadow over Dalda edible oils.
There...