In a delicious fusion of emotion and entertainment, Dhara Edible Oils’ latest campaign – ‘Mann Ka Khao’ – is winning hearts across India’s living rooms and movie theatres through Whisper World’s In-Content Advertising (ICA). Reinforcing its growing brand visibility, ICA was recently featured across the GEC channels – Star Plus & Colors TV, and also integrated in Maddock Films’ latest hit ‘Thamma’, starring Ayushmann Khurrana, Rashmika Mandanna, Nawazuddin Siddiqui and Paresh Rawal.
“In today’s world, concerns about what to eat often overshadow the joy of indulging in our favorite dishes. With our ‘Mann Ka Khao’ campaign, we believe that food should be savored, not measured. Cook with care, cook with passion, and cherish the flavors of your favorite meals prepared with good oil. Through our association with Whisper World, we’ve been able to bring this message to life across popular television programs and the recently released film Thamma — seamlessly weaving Dhara’s philosophy into everyday stories that truly resonate with viewers. Our commitment remains unchanged — to offer oils that blend taste, health, and trust, so every meal can be enjoyed with confidence and happiness,” says Mr. Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd.
Through ICA, Dhara’s messaging has been subtly and intelligently embedded into storytelling moments on TV, within the content. By appearing within transition shots and high-attention visual sequences, Dhara’s presence feels organic, amplifying visibility without interrupting the viewer experience.
“Television continues to be India’s most influential medium, and ICA enhances its impact by turning passive viewership into active engagement. With Dhara, we used precise seven-second integrations at moments of peak attention, ensuring the brand message lands naturally, not forcefully. It’s where engagement meets efficiency; ICA delivers the scale of TV with the precision and accountability of digital,” says Guneet Anand, Partner, Whisper World.
Expanding beyond television, the Mann Ka Khao campaign also makes a special Bollywood appearance in Maddock Films’ newly released horror-comedy Thamma, where Dhara’s integration brings a slice of everyday authenticity to the film’s mix of humour, emotion and family drama.
“In Thamma, Dhara’s integration added a real-world touch to a larger-than-life story. The brand didn’t just appear; it belonged. ICA, which embeds the brand directly into the narrative through neutral, high-attention shots, ensures Dhara’s message is consciously absorbed by viewers during their most engaged moments,” concludes Guneet.
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