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Tag: Rajnigandha Silver Pearls

  • Brand ambassador & Bollywood superstar Priyanka Chopra reinforces the tagline 'Achchai ki ek alag chamak hoti hai'

    Rajnigandha Silver Pearls unveils new TVC with ambassador Priyanka Chopra

    By A Correspondent

     

    Rajnigandha Silver Pearls, the popular mouth freshener brand from the multi-diversified conglomerate, Dharampal Satyapal Limited (DS Group) has launched its new TV ad campaign. Featuring the brand ambassador and Bollywood diva, Priyanka Chopra for the second time, the TVC takes forward and firmly re-establishes the brand’s core communication and philosophy: ‘Achchai ki ek alag chamak hoti hai’.

     

    In the new TV ad film, conceptualized and created by Dentsu Marcom, Priyanka Chopra is shown introspecting on her life and on what people say of her. She mulls over these things as she climbs down a majestic staircase in a grand hotel. The film ends with a simple, spontaneous act of goodness where she helps a hotel staff member. With this, she deduces what goodness is actually all about: ‘Not what people say about you, but what you do.’

     

    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 BTL space.”

     

    Titus Upputuru, National Creative Director, Dentsu Marcom, said, “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”

     

    “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 rationalizes 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,” added Vishal Mittal, Senior Creative Director, Dentsu Marcom.

     

  • The actor features in the new TVC announcing the launch of saffron blended, silver coated cardamom seeds, 'Rajnigandha Silver Pearls' from the house of DS Group

    PC to work her magic for DS Group

    By a correspondent

     

    Rajnigandha Silver Pearls has announced Priyanka Chopra as their brand ambassador. The actor features in the new TVC announcing the launch of saffron blended, silver coated cardamom seeds, ‘Rajnigandha Silver Pearls’ from the house of DS Group.

     

    The new 60-sec TVC celebrates the little gestures of goodness that we make despite our hectic day-to-day life, with the slogan ‘Achai ki ek Alag hi Chamak hoti hai ‘. The new catchphrase re-emphasizes the brand’s belief that real goodness always shines through in our words and deeds, and sets us apart as heroes of real life.

     

    Commenting on this occasion, Rajeev Jain, Senior General Manager, Marketing, Dharampal Satyapal Ltd. said, “Rajnigandha brand has always been a hallmark of achievement and our new product ‘Rajnigandha Silver Pearls’ that shares the same brand’s DNA, can be seen as symbolic of individuals who are successful and yet uphold a strong humanistic approach to life. Priyanka Chopra has been appointed as the brand ambassador as she is an epitome of a global achiever, and at the same time a grounded and humble person who is always ready to give time and effort for a good cause. The TV commercial highlights exactly this aspect of her life”.

     

    The film has been created by Dentsu Marcom and narrates the story of a successful film-star who has a massive following because of her inherent goodness. It shows interwoven scenes that narrate examples of little acts of goodness — Priyanka Chopra is seen performing an Indian classical dance, making a moment special for a little boy, throwing a scarf at the screaming sailors and surprising an old woman with a birthday cake.

     

    Finally we see the classical dance performance culminating in her final act of goodness where Priyanka Chopra calls her team for the final bow in front of the audience to acknowledge their contribution to the applause that she has received. It is in the journey back home, that she tastes Rajnigandha Silver Pearls and her chauffer looks through the mirror to realize that ‘achchai ki ek alag chamak hoti hai’.

     

    Titus Upputuru, National Creative Director, Dentsu Marcom said, “Rajnigandha Silver Pearls is saffron blended silver-coated cardamom seeds (Elaichi) Cardamom  is good for health, silver has shine, so we came up with ‘goodness shines’. At the same time we also considered the lineage of Rajnigandha which stood for success and achievement. When we decided to go ahead with Priyanka Chopra as the face of the brand, we thought let’s show stardom in a new light. Thus was born ‘achchai ki ek alag chamak hoti hai’”.