Rajnigandha continues with the power of goodness, within

Dharampal Satyapal (DS Group) has rolled out a TVC for Rajnigandha Silver Pearls featuring Bollywood actress Priyanka Chopra. The ad film has been conceptualised by Dentsu Marcom.

 

In an opulent hotel, Chopra  walks down a set of stairs. She reflects aloud on every negative comment that her stardom attracts. As she reaches the last few steps, a bell boy accidently drops a few cases which a man passing by chooses to ignore. Chopra, however, helps the bell boy out. The brand’s message of ‘Dil bada to tu bada’ comes into play and a voice over signs off with the message ‘Achahai ki ek alag chamak hoti hai’.

 

Rajeev Jain, associate vice president, DS Group, said, “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 great tasting product enhanced by the shining silver coating.  The new campaign with the 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 the BTL space.”

 

Titus Upputuru, national creative director, Dentsu Marcom, added, “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, emphasising that at the end of the day, it is only what you do that matters. Priyanka Chopra played a sport and criticised herself through the film.”

 

Vishal Mittal, senior creative director, Dentsu Marcom, noted, “People have opinions. Judgment is something none of us can avoid, even the biggest celebrities and stars can’t. Priyanka Chopra finds herself in the middle of such a thought, wondering why people misconstrue her. But then she rationalises 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.”
 

Credits

 

Client: DS Group (Rajnigandha Silver Pearls)

Creative agency: Dentsu Marcom

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: Llyod Baptista

Director of Photography: Tassaduq

Producer: Ishaan, Amit

Music: Hanif Shaikh

Photography (print): Prasad Naik

Producer (print): Allan