Rajnigandha's new TVC showing realisation of aspirations

NEW DELHI: The Dharampal Satyapal (DS) Group has launched a new campaign captioned “Stadium” for its mouth freshener brand Rajnigandha with the new punch line "Munh Mein Rajnigandha Dil Mein Hai Duniya".

The key message of the campaign is “Success that makes a difference evokes admiration”. The campaign is created by McCann Erickson. The campaign embarks by releasing TVC followed by digital, outdoor, and below the line (BTL) and POS medium.

Commenting on the campaign Sr GM (Marketing) Rajeev Jain said, “Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for the successful people for last three decades; it will now redefine the leadership aspect as well. The new punchline “Munh Mein Rajnigandha Dil Mein Hai Duniya” is a paradigm shift to a new benevolent and successful India.”

The brand will now not only stand for success but will also mark a difference, by helping others in fulfilling their aspiration. While the earlier Rajnigandha campaign focused more on the success, the new Rajnigandha campaign has a more compassionate, humane and society-friendly approach. The campaign talks about an evolved person who is an equal contributor to the success of his fellow men. The protagonist of the commercial is shown as a successful business magnate, who not only has strong business acumen; but is also concerned for the wellbeing of society at large.

The TVC flows with three investors presenting a blueprint to a young businessman in a field. This is followed by a well-heeled businessman with a calm and serene air around him, who steps out of a stretch Limousine. The elder brother surveys the land and sees few kids playing cricket. The younger brother then excitedly blurts his business plan to create India’s biggest mega mall consisting of theme parks, amusement grounds and 6 multiplexes on that land. A batsman is seen hitting the ball and it strikes the car. The elder brother throws back the ball to the kids and says “Yahan stadium ban-na chahiye”. One of the investors mutters under his breath `` Charity ke bare main soch rahe hain.” Elder brother responds “Kal ki soch rahe hain”. He opens a pack of Rajnigandha, pops in a spoonful and replies “kabhi toh aisa khwab dekhiye, jismain hazaro khwab shamil ho”. Followed by this sequence is a newsperson making an announcement "GR Enterprises ke international stadium ne iss sheher ke logon main garv ki bhaavna aur sports culture ko adbhutt badaava diya hai".

A cricket team is shown coming out in the stadium, with the same young guy who was batting earlier on the barren piece of land walking in with the cricket team. Recognizing him, younger brother says, “bhaiya yeh toh wahi…" Elder brother flicks the TV and we hear an excited journalist comments "GR Enterprises shares have reached an all-time high". Elder brother says “Jab dusro ke khwab poore karoge na… toh apna kal bante dekhoge”. Elder brother stylishly pops a spoonful of Rajnigandha into his mouth & offers the same to younger brother and investors. The shot packs over with a voiceover: Mooh mein Rajnigandha. Dil mein hai duniya.

Creative Credits:

Creative Agency: McCann Erickson

Creative Head: Prasoon Joshi

Account management: Rajeev Rakshit, Bhaskar Preenja, Shourabh Verma, Ayesha Mehra

Planning: Jitendra Dabas and Srayan Ghosh

National Creative Director: Nakul Sharma and Tirtha Ghosh

Director (of the film): Rajesh Saathi

Production House: Kerosene Films

Latest Reads
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories