Dentsu Marcom launches new campaign for Rajnigandha Silver Pearls'

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.

About Rajnigandha Silver Pearls
A passion for perfection and impeccable quality lies behind the creation of Silver Pearls. Handpicked cardamom seeds, are coated with silver leaves and blended with saffron, to elevate the mouth refreshing experience to a new high. Every Silver Pearl is a fusion of exceptional taste and freshness.

About Dharampal Satyapal Group (DS Group):
Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate, with a turnover of more than Rs 6500 crores last year. The Group has strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure. The Group has strengthened its presence in F&B category by entering in Dairy and Confectionary segment. DS Group is committed towards premium quality products & credited with several innovations over last eight decades.

Catch Spices, Catch Spring water, Catch flavoured water, Chingles-the mini chewing gums, Pass Pass Pulse, Piyoz, Ksheer, Dairymax, Tulsi, Pass Pass, Rajnigandha, Tansen, Tulsi Saada, Rajnigandha Pearls, The Manu Maharani, Namah and Unitex are some of the leading brands the Group proudly shelters today. Rajnigandha Clove and Tansen Blues are the latest addition to the pan masala category. The Group has recently ventured into hard boiled candy with Pass Pass Pulse.

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


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