Rajnigandha Pearls digital campaign, #MaaKehtiHai to celebrate International Mother's Day

On Mothers’ Day Rajnigandha Pearls launched a digital campaign to pay homage to the tender and affectionate mother. This campaign epitomizes the inherent love women have for all children, whether their own or not.  The campaign has a short film that reflects the idea that every woman has an innate sense of being a mother, full of selfless love, generosity and deserves respect, love and recognition for the same. 

This video carries the legacy of its immensely successful #Maa Kehti Hai campaign that reveres women who may not have children of their own, but are equally affectionate and caring.  The campaign highlights the brand’s theme, “achchai”, depicted in its purest form in the bond that a mother and child share. The campaign will be released across social media platforms of Rajnigandha Pearls along with an audience engagement exercise.

Commenting on the campaign, Mr. Rajeev Jain, Associate VP, Marketing, DSL said, “The philosophy of our brand is ‘Achchai’, the inner goodness. With this film, we want to celebrate the pureness of motherly love, an intrinsic trait in women, who are capable of boundless affection and care. This pure form of love, goodness or achchai is above the fact of whether, the child is her own or not. It is our own way to show our admiration for motherhood and it’s all encompassing love. ”

Rajnigandha Pearls has been running #MaaKehtiHai campaign for the last three years. The last campaign received tremendous response with over 5.8 million views on brand platforms across YouTube, Facebook and Twitter. Besides, the content also organically propagated in other channels giving an additional views of more than 2 million.


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