Dalda: When an 80-year-old brand leads the change movement

Indian cooking oil brand Dalda drove engagement and sales with a social movement campaign aimed at challenging gender inequality.

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...

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