In 2013, DS Group launched a new brand of mouth freshener, the “Rajnigandha Silver Pearls” – saffron blended, silver coated cardamom seeds. The launch campaign of “Rajnigandha Silver Pearls” was built on “goodness”, and the communication, “Achchai ki ek alag chamak hoti hai” (goodness that shines) was a category first. Now, while the campaign was extremely successful, the TV commercial featuring Priyanka Chopra won many hearts; not to forget, its background score “Dilbada to tubada” was also widely appreciated.
Now “Rajnigandha Silver Pearls” is back again with a new campaign that features brand ambassador Priyanka Chopra in a beautiful avatar. While the previous campaign introduced “Achchai ki ek alag chamak” as a communication concept, the new campaign takes it forward and reaffirms the philosophy as a distinct positioning of “Rajnigandha Silver Pearls”.
The film
In the film, Priyanka Chopra introspects about herself as she descends on a majestic staircase of a grand hotel. She deliberates on how people talk ill of her. The film ends with a simple, spontaneous act of kindness where she helps a hotel staff member. With this, she deduces what goodness is actually about – not what people say, but what you do.
Says Rajeev Jain, Associate Vice President, DS Group, “The brand story of Rajnigandha Silver Pearls is hinged on the tagline ‘Goodness that shines or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of this great tasting product enhanced by the shining silver coating. The new campaign with brand ambassador Priyanka Chopra also weaves a story around the same theme reinforcing the message; let the goodness of your heart shine forth, yet again. Leveraging on the success of the initial campaign and the growing product demand, this new integrated campaign is being launched on TV, Radio, Digital, Cinemas and in BTL space.”
Says Titus Upputuru, National Creative Director, Dentsu Marcom, “This time, just like the previous campaign, we are carrying forward the same brand message of “Dil bada to tu bada” through a shocking story that shows the brand face- Priyanka Chopra, indulge in a self-depreciating monologue, emphasizing that at the end of the day, it is only what you do that matters. Priyanka Chopra played a sport and criticized herself through the film.”
Vishal Mittal, Senior Creative Director, Dentsu Marcom says, “People have opinions and Judgment is something none of us can avoid. In the film, Priyanka Chopra wonders why people misconstrue her only to rationalize that as long as she is good in her actions, it doesn’t matter how people think or talk. Her belief is reinforced when she helps someone purely out of kindness.”
On the overall campaign
Extensive TV, Radio, Digital, Print, Outdoor, POP campaigns have been developed to extend the thought of ‘Achchai ki ek alag chamak hoti hai’. National dailies and magazines have been used in the media and the hoardings across the nation, at key locations have been used.
Credits :
National Creative Director: Titus Upputuru
Creative Team: Titus Upputuru, Jitendra Kaushik, Vishal Mittal, Vivek Verma
Account Management: Sunita Prakash, Payal Dhawan, Ayesha Mehra
Planning: Rabia Sooch
Director of the film: Llyod Baptista
Director of Photography: Tassaduq
Producer: Ishaan, Amit
Music: Hanif Shaikh
Photography (print): Prasad Naik
Producer (print): Allan