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Tag: Jayesh Desai

  • It has been conceptualised by ADK Fortune – #EkRakhiAur

    Schmitten Moments promotes equality via latest ad campaign

    By A Correspondent

     

    Schmitten Luxury Chocolates has launched its new initaitive, #EkRakhiAur, that urges sisters to tie not one, but two Rakhis to their brothers. The second Rakhi is a promise of respect, where the brother supports the sister to live her life on her own terms.

     

    Said Jayesh Desai, Founder and Chairman of Rajhans (Desai-Jain) Group: “Schmitten is a chocolate for the modern generation. In a category replete with heart-warming campaigns, we want to deliver a mature opinion. It is our aim to initiate change and address societal issues. #EkRakhiAur addresses one of the most pertinent issues of the day – of giving women their due right. #EkRakhiAur is a defining step towards achieving this goal.”

     

    Added Rishabh Verma, Marketing Head of Schmitten “The festival of Raksha Bandhan needs to address the gender inequality that still exists in many Indian homes. Our latest initiative showcases the evolving relationship between a brother and sister through the brand lens. Schmitten wants to have a meaningful role in every special occasion such as that of Rakshabandhan and make these moments memorable.”

     

    Said Akashneel Dasgupta, National Creative Director, ADK-Fortune: “With #EkRakhiAur, we are trying to start a new tradition of equality. A modern brother believes that respecting women starts at home. Which is why the second Rakhi stands for a promise of respect and acceptance of the sister’s freedom. The sister thanks the brother for supporting her decisions. This should be the ideal kind of status-quo between siblings.”

     

     

  • The campaign has been developed on the insight that young people are very comfortable with the sentiment that what’s theirs is theirs

    Schmitten out to make its mark in the premium chocolate category

    By A Correspondent

     

    Publicis has unveiled a new campaign for chocolate brand Schmitten. The chocolate category is growing rapidly and there are a lot of international brands that are also entering the Indian Market. There is a growing appetite for premium chocolates in the country and the most critical challenge was to find a unique space for the chocolate brand apart from just creating awareness.

     

    The campaign has been developed on the insight that young people are very comfortable with the sentiment that what’s theirs is theirs. In this TVC, Priyanka Chopra gives voice to that thought. And she makes it evident by bringing an element of whacky, youthy coolness to that argument. She is an elite girl whose possessiveness finds an infectious voice in a song, while she dodges her Schmitten from the greedy one who follows her wherever she goes.

     

    Jayesh Desai – Group Chairman, Rajhans, said, “Schmitten is the third largest chocolate project in India. We have launched a premium quality Swiss chocolate and are geared up to build a brand that will spell class. In a bid to come up as a premium chocolate brand amid the prevailing knife-edge competitions, we’ve never left any stone unturned. And thanks to Publicis for setting ourselves apart with their all the more creative output that will almost certainly go the distance.”

     

    Bobby Pawar – Director and Chief Creative Officer, South Asia, Publicis said, “The category we are trying to break into is about sinful and naughty chocolates. What India is used to is the kind of chocolates that will replace sweets. But there is more to it than that.”