OMD India’s #PehleTum campaign for Dalda Cooking Oils has been awarded for the ‘Best Integrated Marketing Campaign’ at the Drum’s Social Purpose Awards 2018 in London last week. Before winning the award in London, the campaign won the Mumbrella Award for Bravery at the Mumbrella Asia Awards 2018 held last month.
The campaign won the awards for recognizing the agency’s use of integrated media to proliferate the #PehleTum message for Bunge India’s Dalda Cooking Oil brand.
In our country, most households still follow an old tradition, where women cook solely for entire family and eat only after everyone else has eaten. In order to shake up this practice, Dalda Cooking oils partnered with Leo Burnett and OMD India to create the #PehleTum (You First) campaign. The campaign urges husbands and families to offer the first bite of every meal to the women of their household.
They ensured that this message was delivered to the entire ecosystem surrounding Dalda’s target audience - women aged 25-50, in order to influence real change. As a result, the campaign achieved an overwhelming response, reaching over 14 million people through various touch points, while increasing brand recommendation for Dalda Cooking Oils by 85%.
Commenting on the winning the award, PritiMurthy, CEO for OMD India said, “I am extremely proud of the team for their media approach on this campaign, facilitating the amplification of such an important message in today’s society. These latest recognitions are a testament to the brave work we do at OMD India to help our clients cut through the clutter and generate real impact for their brands.”
Mr. Milind Acharya, Marketing Head, Bunge India, added, “Advertising has always been a reflection of the society. As one of the oldest and trusted brands, Dalda carries a responsibility towards bringing to life some of the human elements to have a larger conversation. A very simple insight that led to #Pehletum was; with changing times, shouldn’t the homemaker be a part of the Dinner Table along with entire Family which, in our society is an important aspect, where family matters are also discussed. We attempted to put this onus on the Male members of the family to invite her to take her rightful place. As Dalda oil is an integral part of any meal, the homemaker is also an integral and equal part of the family and all related matters. Recognition of the campaign and its thought encourages us to continue such efforts, which are relevant for the brand, the consumer and the society.”
Watch the winner campaign video here: