Advertisment

Gopal Exotic Elaichi plays on 'khushboo'

From Here On Communications creates a campaign to show the power of the product's fragrance to bring people closer

author-image
BestMediaInfo Bureau
New Update
Gopal Exotic Elaichi plays on 'khushboo'

Gopal Exotic Elaichi plays on 'khushboo'

From Here On Communications creates a campaign to show the power of the product's fragrance to bring people closer

Sohini Sen | Mumbai | March 25, 2014

GCL-Elaichi-with-couple Click on the image to watch the TVC.

Gopal Exotic Elaichi has come up with a new campaign highlighting the fragrance of the product which brings strangers close. Created by From Here On Communications, the campaign shows how some smells touch our heart, remind us of a bygone day, and connect us to a particular time and place.

Gopal Exotic Elaichi is a premium product and it is now available in two flavours – Saffron and Khuss. It is a natural product and with premium packaging. The idea was to showcase the flavour and play around the idea of 'smell' while presenting it to consumers with a premium targeting.

Apoorv Gupta, Director - Marketing & Sales, GCL, said, “We knew that we had a winning product. The next challenge was to discover a consumer insight that allows the product the right context of quality and innate product benefit which is essential in the category. 'Khushboo' is a benefit that was waiting to be owned, and has a seamless fit with the product and the category; hence, the positioning.”

The TVC brings to life through Irfan Khan's unique style as he searches for the source of the 'khushboo'. Titled 'Khushboo Jo Kareeb Laye', the ad encapsulates vignettes from day-to-day life created into a lovely story of two strangers coming close. The TVC starts with a female tourist, played by Rachel White, taking photographs inside Mumbai's Bhauji Lad Museum. While putting something in her purse, she accidentally drops her box of Gopal Exotic Elaichi. Irfan Khan walks into the frame and picks it up to find out who it belongs to. He smells it and is immediately attracted towards the smell. He is then seen sniffing around the museum, searching for the owner of the box. He finally finds Rachel White sitting on the stairs and hands her the box. The film ends with them chatting, thus showing how the smell has brought two random strangers close to each other.

The product will be available in UP, MP, Rajasthan, West Bengal, Bihar, Jharkhand, Odissa, Delhi, Maharashtra, Goa, the Seven Sisters (North-eastern states) and Haryana in Re 1 sachets and tin packs worth Rs 120.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Gopal Exotic Elaichi

Agency: From Here On Communications (FHO)

Creative Head: Gullu Sen

Creative team: Gullu Sen, Sahib Wason

Account Management: Dhruv Arora

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment