Pan Bahar ups the aspirational quotient

For its premium offering, Pan Bahar Crystal, the pan masala maker, in its latest TVC created by DDB Mudra North, unveils its new positioning of 'Pehchan Kaamyabi Ki' 

BestMediaInfo Bureau | Mumbai | Februray 19, 2015

Click on the image to watch the TVC.

Pan masala manufacturer Pan Bahar has launched their premium offering, Pan Bahar Crystal, claimed to be the most expensive pan masala. The launch is supported by a new ad film featuring Saif Ali Khan, which also unveiled the brand's new positioning of 'Pehchan Kaamyabi Ki' (Identity of Success). DDB Mudra North is the agency behind the repositioning and the campaign.

Vandana Das

Throwing light on the objective of the campaign, Vandana Das, President, DDB Mudra North, said, “The idea was to establish Pan Bahar as a brand with a unique and aspirational identity that consumers could easily symbolise with success. The brand category to which Pan Bahar belongs is largely driven by loyalty and hence, great emphasis has been laid on using success and achievement – aspirational tone of communication.”

Sambit Mohanty

On the creative thought behind the film, Sambit Mohanty, Creative Head, DDB Mudra North, said, “In challenging times, a person needs anchors that help him take a unique identity and make a personality statement. But for some people, their achievements are their identity – they don't need to shout out loud that they've arrived. Their achievements do it for them. This is the thought that we used while crafting this campaign.”

Akhil Jain, CEO, Pan Bahar noted that the brand has continually set benchmarks in the industry by delivering excellence through innovation of process and uniformity of taste in their product offerings. “The campaign has laid great emphasis on having arrived in life, success and achievement – aspirational tonality. It is all about making a life-style statement,” he added.

The TVC:

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

Credits:

Creative Agency: DDB Mudra North

Chairman and CCO: Sonal Dabral

President, DDB Mudra, North: Vandana Das

Creative Team: Sambit Mohanty, Shivil Gupta, Subhashish Datta, Vishal Singh, Supriya Berry

Account Management: Ashwani Dhingra, Anirudh Pathak, Gaurab Gogoi, Moumita Chaudhuri

Director: Sunhil Sippy

Production House: Fire Cracker films

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