Mixed Route Juice bags the Digital, Social and Content account of DHARA

Mixed Route Juice, a boutique social and content agency who is known for its disruptive ideas is all set to give the brand DHARA a fresh look and pomp in the social media universe.

Commenting on this new association, Amrita Sharma, Co-Founder & Creative Head at Mixed Route Juice said "Dhara has been a brand that's stuck with India since forever. It is our honor to partner with them and creates campaigns that match the brand space."

Speaking on the development, Mr. Sanjeev Giri, Business Head – Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Brand Dhara is determined to effectively reach the growing digital natives and engage consumers on the go. To support this endeavor, we have partnered with MRJ as our Digital Media agency. The task is extremely critical and linked to Brand’s growth in the future and MRJ’s approach is duly aligned to this objective. We are confident that our association will drive our objective successfully to our consumers and potential consumers.”

Also Read: Agency Feature: Mixed Route Juice

The origin of Dhara goes back to over 30 years when it was launched under the ‘Operation Golden Flow’ program of NDDB as a market intervention program in August 1988. Trust, purity, consistency of quality and taste are the hallmarks of Dhara. Since inception, the brand has continued to evolve its portfolio of products with which it serves its consumers. Dhara was the first to launch the tamper-proof Tetra Pack to combat the issue of adulteration and introduce an FMCG distribution format.

"To work with a brand like Dhara will be challenging and interesting at the same time. They've always been a sensible caretaker in the Indian market. We hope to bring the same feeling alive through our digital campaigns." said, Rajat Arora, Co-founder and Business Head at Mixed Route Juice.

Mixed Route Juice aka MRJ is a content and social agency who believes in innovation and ideation with a creative punch. MRJ believes in creating content which makes a brand buzzing and tending in the social media universe. The boutique agency which is into its third year of operations has successfully managed numerous brands namely - THOMSON TVs, DLF, IBIS, Radisson, OPPO, BOSE, VIVO, SAMSUNG and many others.