Aurora Magazine

Promoting excellence in advertising

Dalda: the essence of motherhood

Updated May 05, 2018 02:51pm
Charting Dalda's brand odyssey.
Dalda's ad from 1954
Dalda's ad from 1954

Jahan Mamta...Wahan Dalda. Words: four. Impact: resounding!

A truly iconic brand, Dalda has found its way into the annals of our food and pop culture history... from cookbooks and cooking shows to hummable and endearing jingles. Yet, always keeping mamta as its essence.

How is it that a brand relevant to my grandmother and mothers’ generations can still be relevant to mine? By understanding the subtleties prevalent within the winds of cultural change... and staying ahead... through insight, technological expertise and innovation.

From our grandmothers to our mothers and to ourselves, food and the cooking of it, plays a central part in expressing our love and in the nurturing of our children, making the cooking medium an important ingredient in any recipe!

Dalda's ad from 1955
Dalda's ad from 1955

This has not changed... what has changed is the context within which these recipes are prepared, lives are lived and motherhood is expressed.

One cannot understand the changing context of maternal love unless one understands the changing context of womanhood. Women have worked hard to break gender stereotypes and evolve their roles to become a force, both within the home and outside it! There has also been an evolutionary change in our food trends as we have grown more aware of what we consume and how we consume it.

Dalda's ad from 1961
Dalda's ad from 1961

Dalda have used their technological expertise and insightful wisdom to embrace this change in the lives of women and in food trends. They have supported it unquestioningly... moving with the change to give them Banaspati, Cooking Oil, Sunflower or Olive Oil.

For Dalda, what is important is that no matter how many roles they balance or how they choose to nourish their families, a mom is a mom and an expert in her own right; one that requires appreciation, honour and respect. Dalda have not just given us innovative products; they have brought to life the essence of mamta, a timeless emotion that knows no bounds...and is indeed the hardest, most challenging and fulfilling job in the world! 

Amber Rauf is Director Strategic Planning and Corporate Communications, MullenLowe Rauf.

First published in THE DAWN OF ADVERTISING IN PAKISTAN (1947-2017), a Special Report published by DAWN on March 31, 2018.