MAM

Rajnigandha Pearls celebrates the spirit of motherhood

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/05/10/image.jpg?itok=BsgU1_Ze

MUMBAI: This mothers’ day Rajnigandha Pearls has launched a digital campaign to pay homage to the tending and affectionate mother in all women. 

The campaign epitomises the inherent love women have for all children whether their own or not. The campaign has a short film that reflects an idea that every woman has an innate sense of being a mother, full of selfless love, which is all giving and she deserves respect, love and recognition for the same. 

This video carries the legacy of its immensely successful #MaaKehtiHai campaign, to revere those women who may not have children of their own, but they are equally affectionate and caring.  The campaign highlights the brand’s theme, “achchai”, which comes in the purest form of the bond that a mother shares with a child.

The film opens in an apartment in a high-end society, where Neha is shown playing hide and seek with a 5-year-old boy Rohnit, like any mother would. As the film progresses, one realises that the child is the neighbo ur’s son with whom she shares a very special bond and he too reciprocates the affection. However, at the end of the day the child needs to go back home to his mother and that, leaves Neha very unsettled and anxious about her childless life. The video goes on to showcase few such incidences that leave Neha disenchanted.

Further, while returning from school, Rohnit wants to go straight to Neha’s house. However, his mom is adamant that he should first go home and change. Neha watches this and feels forlorn and dejected, seeing which her husband suggests that they adopt a child. Meanwhile, the doorbell rings and Rohnit excitedly runs into the house with a ‘Happy Mother’s Day’ card. Though elated, Neha is a little apprehensive too and says, “Yeh kya hai? Tumhaari mummy kya kahengi.” Rohnit's mom then walks in with a cake and says, "Happy Mother’s Day… yehi toh kahengi." The video ends with the line, ‘Ek maa hi jaanti hai maa ke dil ki baat’.

DSL associate VP of marketing Rajeev Jain says, “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 view of more than two million.

The campaign will be released across social media platforms of Rajnigandha Pearls along with an audience engagement exercise.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/18/Anirudha_Khopade.jpg?itok=UmRwL5EM
The future of AI and ML-driven platforms in the coming decade

Whenever I talk about artificial intelligence (AI) and machine learning (ML), most people immediately think of Terminator or one of the many sci-fi movies that show super-intelligent machines trying to overpower the human race. But in reality, we use AI in our day-to-day lives more often than we...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/18/BARC.jpg?itok=HD4Jib9E
Santoor is top brand in 2020's first week of BARC rankings

MUMBAI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 4 January and 10 January, 2020 respectively. The data reflects the top 10 advertisers and brands across genre on Indian television, including OOH screen, (U+R...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/18/Ola_800.jpg?itok=CH0dbROG
'Heroes of Ola' campaign enables customers to share experiences with driver-partners

MUMBAI: Ola, India’s largest ridesharing company, announced the launch of its ‘Heroes of Ola’ campaign which sheds light on the efforts made by their driver-partners who continue to contribute beyond their call of duty. The company is currently out to its 200 million+ consumers through different...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/18/TSP.jpg?itok=-4uknhnh
TVF's The Screen Patti collaborates with Likee to promote its Webseries "Awkward Conversations with Girlfriend"

New Delhi: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has collaborated with TVF's The Screen Patti (TSP) to promote newly launched web-series 'Awkward Conversations with girlfriend' by TSP. The sit-com spanning over six episodes focuses on the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/18/Wunderman_Thompson.jpg?itok=1pCgCp7Q
Wunderman Thompson Intelligence forecasts the 100 trends that will shape the new decade.

India, January 2020: As we head into a fresh decade, Wunderman Thompson Intelligence unveils “The Future 100” report. “The Future 100” helps readers prepare for emerging consumer behavior with 100 original trend predictions from the Innovation Group. Split into 10 categories, each trend delivers a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/18/Omnigel.jpg?itok=JwdUsUp7
Omnigel creates first-ever Rahat Ratna to aid unsung heroes of Magh Mela 2020

Mumbai: Omnigel, India’s no.1 pain recovery gel from the house of Cipla will enable over 30,000 unsung heroes to operate in a seamless manner at the Magh Mela this year. Held in the pristine city of Allahabad from 10th January to 21st February 2020, Omnigel will provide one-of-a-kind pain recovery...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/joy.jpg?itok=6Tae6u3q
#JustHireOne: Joy urges companies to hire at least one acid attack survivor

MUMBAI: #JustHireOne – an initiative to urge companies to hire at least one acid attack survivor was launched by Joy Personal Care, a beauty products brand that has recently come up with a special range of products for acid attack survivors. To promote a job opportunity for acid attack survivors,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/Narendra_Singh_Dahiya.jpg?itok=6IOc2_vU
More Than a Hundred Home-Chefs Now Associated with Homefoodi

New Delhi, January 16, 2020: Homefoodi, a Noida based e-commerce start-up known to provide authentic home-made food made by home chefs to their customers is currently having a successful run. With a significant increase in the number of Home chefs associated with Homefoodi, it has now touched the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/17/Society%20Tea.jpg?itok=LOP0U0Qd
Society Tea's brand campaign celebrates 'The Tea Society Called India'

Mumbai: Known in the country and internationally for its impeccable sense of taste, a celebrated household name, Society Tea’s brand campaign, ‘The Tea Society Called India’ celebrates the unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The premium...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories