After 75 long years, Dalda repositions itself as a health-conscious label, says KUNAL MAJUMDER
IT’S A brave attempt at a complete 180 degree transformation. Once a hydrogenated vegetable oil brand that was infamous for being not- so-friendly for the heart, Dalda, under its new owner Bunge India, is trying to create an image that reflects health and freshness.
With help from advertising firm Saints and Warriors, the company has launched a new promotional campaign for its range of refined oils – soybean, mustard, sunflower and groundnut – under the name ‘Husband’s Choice’. And the old, traditional palm tree logo against a yellow backdrop has been replaced by a mother and child logo and red and green packaging. Videh Jaipuriar, vice-president (foods) at Bunge India, claims the growing demand for refined oils is the reason for the makeover. “With the increase in awareness on health issues, it was imperative that we upgrade our product offering as well as brand imagery for Dalda,” he says.
Elaborating the reason for selecting the name ‘Husband’s Choice’, Jaipuriar says that while housewives are usually concerned about the family eating healthy food, the husband is usually more interested in the taste. “So the new range conveys to the housewife that the Dalda oils will help her cook tasty food that her husband likes, without compromising on health,” he claims.
The company asked Pushpinder Singh, chairman, Saints & Warriors, to reinvent the brand, while retaining the original proposition of taste and trust. “The brief was to reinvent and add the health dimension. The campaign built around Husband’s Choice is a great way to communicate to the target audience that Dalda refined oils are not only healthy, but at the same time help prepare food without compromising on taste,” says Singh.
Read on the Tehelka issue dated October 10.by