Introduction:

Lever Brothers Pakistan Limited (LBPL) was first incorporated in Pakistan in 1948 and work
started in the present factory in Rahim Yar Khan. DALDA Banaspati was the first product from
that factory followed by Lux soap in 1954.

LBPL moved into the personal products business in 1981. Further diversification on the foods
side of the business has taken place with the introduction of margarine and cooking oils. They
have a seeds business, an industrial detergents business, and an ice cream business.

DALDA are the pioneers’ in the ghee and oil industry in Pakistan, have a growing category to
deal with in the long run, factors such as increase in population is evident to prove that the
industry has to increase to meet the demands, DALDA being market dominator has good
penetration of 52-55% in the gee and oil segment, yearly consumption is 14Kg per capita and
has loyal consumers as company is in existence for more than 60 years. There are certain
competitors in the segment but having their consumer expectation met each time, they
achieve consumer value satisfaction relationship.

DALDA: THE ESSENCE OF MOTHERHOOD

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.

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!

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
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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 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!

In 2011 for the first time in Pakistan, Dalda introduces “Easy Pour Technology” – a
breakthrough innovation that offers unmatched convenience in pouring as well as handling
Dalda Cooking Oil bottle. Easy Pour Technology makes the use of Dalda Cooking Oil bottle even
easier so that you can simply flip open the cap & enjoys easy pouring!

It was the first cooking oil in Pakistan that, with the help of advertisements, conveyed the
message that dalda cooking oil taste is same as the taste of ghee but it is healthier. In the
beginning they were focusing on the health factor and they were targeting women for this
purpose who usually decide cooking oil brand for the family. After that they introduced VTF
dalda banaspati (virtually Trans fat free). Zaiqa or sehat
sath sath. Their main focus was on motherhood love
(emotional factor) but they were, at the same time,
focusing on health (rational factor).

#MeriAwas: Dalda Campaign Raising Voice against Body

Shaming

In 2018 Dalda came up with its new campaign which

was both unique and distinct in the cooking oil category.
Commonly, the brands in this particular category use
slice of life appeal, show happiness and communicate a

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healthy and happy family under the umbrella of hygienic edible oil brand.

Carrying the tagline along “Jahan Maamta Wahan Dalda” the latest campaign has been
bolstered with strong slogan #MeriAwaz!

The concept seems strong and the tone has been kept loud enough that it hits the consumers.

As Per the Brand;

“EATING RIGHT IS ABOUT EATING HEALTHY.”

Dalda’s #MeriAwaz campaign vows to end the double standards in our society regarding the
weight and size of young kids.

Aamina Sheikh encourages mothers to make their kids eat healthy and make them feel
comfortable in their own skin.

The brand has touched upon various stereotypes that run in the society along with
encouraging the audience to eat healthy.

For now, Dalda has only emphasized on females in the campaign. This may rightly have been
done as females are usually the users and decision makers in this category. Having the sort of
communication strategy, Dalda is passionately promoting over the ongoing wave of “Women
Empowerment” which is common around all the social media platforms across the country.

However, in upcoming campaigns, Dalda can also include the other gender in the commercials
in order to package the campaign for both men and women.

We can conclude that dalda is strong brand of unilever which has made a strong position in
the mind of consumer. They are focusing on both factors (emotional and rational).In this way
they have achieved resonance despite of having strong competition.

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