Over a 100-year-old company, Hari Darshan is straddling the advertising path for the first time with the ‘Ghar ko mandir bana de’ campaign
BestMediaInfo Bureau | Delhi | September 21, 2012
Eggfirst Advertising has launched a new campaign for Hari Darshan, the third largest manufacturer of dhoop, agarbatti and puja materials in India. Over a 100-year-old company, Hari Darshan is straddling the advertising path for the first time with the ‘Ghar ko mandir bana de’ campaign.
Despite being in a category that is dominated by a large unorganised sector and a couple of branded players, Hari Darshan has established a good market presence and share, especially in the northern parts of India. It was a natural evolution that the brand decided to expand and reach out to unexplored territories of the country.
Mumbai-based ad agency Eggfirst came on board to script the marketing move for the brand. After a couple of months of intensive research and brainstorming, ‘Ghar ko mandir bana de’ was scripted as the brand essence.
Ashish Banka, Vice-President, Eggfirst, said, “Initial research indicated that the product category was used by a diverse audience – from deep rural areas to ultra urban pockets, from young adults to old people, and it cuts across genders. That’s precisely why the communication needed to be simple, direct and uncomplicated.”
Banka added, “The campaign is a 360 degree one. It includes print, activation and everything connected with that. Most importantly, there is also a strong digital marketing campaign to ensure brand visibility and connect. Social media and a new website are part of this.”
The campaign is unlike anything that the product category has seen before, with the television commercial taking the viewer on a spiritual journey. High-end graphics and special effects bring the brand essence to life.
Goldy Nagdev, MD, Hari Darshan, said, “I am extremely happy with the way the brand is developing. Given the deep acceptance of our brand all these years, it was necessary to do justice to its true potential – and that’s what Eggfirst has helped us achieve. Having seen the industry up close for so many years, I can confidently say that ‘Ghar ko mandir bana de’ is a truly path-breaking campaign and will definitely take our brand Hari Darshan to a new high.”
Mixing spirituality and creativity was always going to be a challenge. However, the Eggfirst team seems to be enjoying the journey. “We were initially considering taking on a celebrity as a brand ambassador, but then decided against it to emphasise the brand essence rather than a personality. There can’t be a bigger brand ambassador than God! And the message ‘Ghar ko mandir bana de’, we believe, is a very strong platform and lends itself to a lot of branding action,” said Nagdev.
Agency CEO: Ravikant Banka
Creative Director: Maanoj Choudhari
Vice-President: Ashish Banka
Planning Director: Kaanchan Shah
Copy Head: Sagar Patel
The TV commercial has come very good. A very good presentation of the commercial of for an Agarbatti brand. Nice one by the Eggfirst Team. I wish them a great success in their upcoming projects too...