MAM

DS Group rolls out a new TVC for Rajnigandha

Re-establishes the brand’s belief, “leadership that inspires the world”

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/14/udaan.jpg?itok=wn4rCnbm

MUMBAI: Dharampal Satyapal Group (DS Group) has rolled out a new TVC for Rajnigandha, India’s leading mouth freshener brand. Conceptualized by Dentsu Impact, the new commercial showcases Rajnigandha as a brand, which believes in ‘leadership that inspires the world’. The film revolves around a successful and compassionate protagonist Varun Singhania, who expresses gratitude to his college teacher for inspiring him to take the lead in an alternate teaching practice and while doing this, the protagonist proves that he still values him and his teaching style. This TVC effectively reinforces communication line 'Kuch Kar Aisa, Duniya Banna Chahe Tere Jaisa', that the brand advocates.

The TVC plot opens with the teacher, Mr. Chhaya, in a job interview facing an embarrassing question about   being sacked from an Institute, where he had taught for 12 years and a sketchy career thereafter. Suddenly the protagonist Varun Singhania,  a plane designer and the founder of an aero designer centre answers the question, reminiscing his college days with his former teacher, Mr. Chhaya, who would teach even  serious topics such as aerodynamics, centre of gravity and speed in a fun way.  Filled with nostalgia, Varun asks him whether he would still like to do something different.

The ad film then cuts to a three-years later shot, showcasing an ultra-modern academy with Mr. Chhaya asking Varun about his reasons to start the academy, as they walk down a staircase towards a zero-gravity room. The TVC closes as the protagonist answering “Khwabon ki asli udaan, kitaabon ke bojh mein nahin, aasmaan jaisi khuli soch mein hai”, to drive home the idea of how his success was inspired by his teacher’s thinking and how he is now taking it forward with this new impactful way to impart knowledge.

Commenting on the campaign, Rajeev Jain, VP Marketing, DSL said, “Rajnigandha has always applauded success, aspiration and winning spirit and the accompanying modesty that is inspiring. The brand Rajnigandha has remained a perfect companion of achievers for decades. This TVC effectively reinforces communication line 'Kuch Kar Aisa, Duniya Banna ChaheTere Jaisa', a philosophy that the brand advocates. True Achievers believe that achievement is not just about only achieving self goals, but also understands responsibility to bring positive change in the system we live in.”

“Rajnigandha is an iconic brand and it has managed to redefine the advertising space in its category. Carrying forward the brand message of ‘Kuch Kar Aisa, Duniya Banna Chahe Tere Jaise’, the intent behind the campaign was not only to showcase the product as a symbol of success but to spread the message of achieving success to a level that inspires others around you. What we are really proud of is that while, the film has scale but it also has a soul to it which we are sure will help people connect with the brand,” said Amit Wadhwa, President, Dentsu Impact.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/shiva.jpg?itok=AAjztHl_
Brooke Bond Taj Mahal extends classical music association with e-concerts

NEW DELHI: Due to the current nationwide lockdown, Indian classical musicians were looking for opportunities to continue performing for their audiences. Brooke Bond Taj Mahal recently launched the concept of live online Indian classical music concerts featuring gifted Indian classical musicians...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/mark.jpg?itok=f6PSAJ68
Traditional media to lose takers in post-Covid2019 world: Mark Reed

NEW DELHI: Most of the ad spends deducted from traditional media might not come back post-pandemic, predicted WPP CEO Mark Reed at the e-FICCI Frames conclave today. He was talking to EsselPropack Ltd CEO Sudhanshu Vats in a fireside chat. The duo talked in depth about the growth of digital...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/indiafirst.jpg?itok=AJNgy5_Y
IndiaFirst Life makes top-level appointments

MUMBAI: IndiaFirst Life Insurance Company Ltd (IndiaFirst Life), promoted by Bank of Baroda and Union Bank of India, has appointed Atri Chakraborty as its chief operating officer (COO) and Sankaranarayanan R (Sankar) as its chief technology & data officer (CT&DO). Both took charge of their...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/mother.jpg?itok=PzSI35R7
Mother Dairy introduces ice cream - chocolate with new brand ROCKET

NEW DELHI: Making an entry into the new category of Ice Cream - Chocolates, Mother Dairy a leading dairy player in India introduced a brand ROCKET, with two exciting flavors of French Vanilla and Belgian Chocolate. Mother Dairy with this launch has also created a brand mascot named Neila that is...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/juhi_0.jpg?itok=dqeYuisE
The Marketing Society India appoints Juhie Gorwara as new chair

NEW DELHI: The Marketing Society India has appointed Juhie Gorwara as its new chair in India. Gorwara is currently working at Philips Indian Subcontinent as head of corporate marketing. She has been a member of The Marketing Society in India since its early days in 2017, and also associated as a...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/deepika.jpg?itok=m-5DxMZB
Deepika Warrier joins Diageo India as CMO

NEW DELHI: After being associated with Pepsico for 20 years, Deepika Warrier will take on the Diageo India chief marketing officer (CMO) role at the end of July 2020. She made the announcement about her movement in a post on her LinkedIn page. In her last role, she was CEO and MD of NourishCo...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/trrain.jpg?itok=qBrhw7Wm
TRRAIN partners with JP Morgan to support 3000 women employees in retail sector

MUMBAI:  TRRAIN, a not for profit organisation, in partnership with JP Morgan has launched a rapid response program with the aim to assist 3000 women employees in the retail sector whose livelihoods have been impacted as a result of the Covid2019 crisis. The program will support women in Mumbai,...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/mankind.jpg?itok=Xc53bKLg
Mankind Pharma promotes ‘Atmanirbhar Bharat’ with new anthem

NEW DELHI: Motivating the citizens of the country to rise against the current tide of the ongoing pandemic, Mankind Pharma today launched an anthem which captures the true essence of the nation. Voiced by Padma Shri awardees Kailash Kher and Shankar Mahadevan, the newly launched anthem reinforces...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/watch.jpg?itok=RBmbUhYm
Myntra partners with Movado Group to launch MVMT watches in India

NEW DELHI: Myntra, in a strategic partnership with Movado Group International today announced the launch of MVMT (pronounced as ’Movement’) watches on its platform. Founded in Los Angeles, MVMT watches mainly cater to new-age shoppers who are digital-savvy, with a motto that style shouldn’t break...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required