New campaign for Husband’s Choice

Dalda, now known as 'Husband's Choice' will sport a contemporary look, feel, taste and a new proposition - that of health, freshness, but with no compromise on taste.

The brand will receive a makeover through a new campaign conceptualised by Saint & Warriors.

According to Pushpinder Singh, chairman, Saints & Warriors, ''The brief was to reinvent the brand while retaining its original proposition of taste and trust, and adding the health dimension to it. The TVC campaign built around 'Husband's Choice' is a great way to communicate to the target audience that Dalda oils are not only healthy, but at the same time help prepare food without compromising on taste.''

The new advertisement for the brand takes the 'Husband's Choice' insight and builds the brand's proposition around it, with the wife (protagonist) shown fretting about her husband not being active enough to take the stress of day-to-day living.

She is concerned that he should be more active and energetic in his work life  and get enough exercise to stay fit. The husband, who is a foodie, is only concerned about the taste of the food he eats. The ad through its juxtaposition of scenes builds up this contrast of thinking between the wife and the husband.

Dalda's range of oils like soyabean, mustard, sunflower and groundnut will be sold under the 'Husband's Choice' range.