Dhara Edible Oils’ latest campaign, ‘Mann Ka Khao’, has extended its visibility through in-content advertising (ICA) across leading general entertainment channels and cinema. Executed by Whisper World, the campaign has been integrated into programs on Star Plus, Colors TV, and featured in Maddock Films’ recently released movie Thamma, starring Ayushmann Khurrana, Rashmika Mandanna, Nawazuddin Siddiqui, and Paresh Rawal.
The initiative uses Whisper World’s ICA technology to embed Dhara’s messaging organically within TV and film content, appearing in transitional and high-engagement visual moments without disrupting the viewing experience.
According to Manish Bandlish, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd., the campaign aims to convey the importance of enjoying food prepared with care and good-quality oil, aligning with Dhara’s broader communication philosophy.
Guneet Anand, Partner at Whisper World, said that television continues to be one of India’s strongest media platforms, and ICA helps enhance viewer engagement by integrating brand presence naturally within ongoing narratives.
Whisper World, a global in-content advertising firm operating in seven countries, has executed over 2,500 campaigns for 500+ brands. Its India division collaborates with major broadcasters including JioStar and ZEE Network.