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Rajnigandha Silver Pearls re-illuminates the glow of goodness

Conceptualised by Dentsu Marcom, the new TVC featuring Priyanka Chopra highlights the brand’s core communication and philosophy of ‘Achchai ki ek alag chamak hoti hai’

BestMediaInfo Bureau | Mumbai | August 28, 2015

Rajnigandha-Silver-Pearls Click on the image to watch the TVC.

Rajnigandha Silver Pearls, the mouth freshener brand from Dharampal Satyapal Ltd (DS Group), has launched its new TV campaign. Featuring brand ambassador Priyanka Chopra for the second time, the TVC takes forward the brand’s core communication and philosophy – ‘Achchai ki ek alag chamak hoti hai’.

In the new TVC, conceptualised and created by Dentsu Marcom, Priyanka Chopra is shown introspecting on her life and on what people say of her. She mulls over these things as she climbs down a majestic staircase in a grand hotel. The film ends with a simple, spontaneous act of goodness where she helps a hotel staff member. With this, she deduces what goodness is actually all about: ‘Not what people say about you, but what you do.’

Rajeev Jain, Associate Vice-President, DS Group, remarked, “The brand story of Rajnigandha Silver Pearls is hinged on the tagline ‘Goodness that shines’ or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of great tasting product enhanced by the shining silver coating. The new campaign with the brand ambassador Priyanka Chopra also weaves a story around the same theme reinforcing the message; let the goodness of your heart shine forth, yet again. Leveraging on the success of the initial campaign and the growing product demand, this new integrated campaign is being launched on TV, radio, digital, cinemas and in the BTL space.”

Titus Upputuru Titus Upputuru

Titus Upputuru, National Creative Director, Dentsu Marcom, said, “This time, just like the previous campaign, we are carrying forward the same brand message of  ‘Dil bada toh tu bada’ through a shocking story that shows the brand face, Priyanka Chopra, indulge in a self-depreciating monologue, emphasising that at the end of the day, it is only what you do that matters. Priyanka was a sport and criticised herself through the film.”

“People have opinions. Judgment is something none of us can avoid, even the biggest celebrities and stars can’t. Priyanka Chopra finds herself in the middle of such a thought, wondering why people misconstrue her. But then she rationalizes that as long as she is good in her actions, it doesn’t matter how people think or talk. Her belief is reinforced when she helps someone purely out of kindness,” added Vishal Mittal, Senior Creative Director, Dentsu Marcom.

The TVC:



Client: DS Group

Brand: Rajnigandha Silver Pearls

Creative agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Creative Team: Titus Upputuru, Jitendra Kaushik, Vishal Mittal, Vivek Verma

Account Management: Sunita Prakash, Payal Dhawan, Ayesha Mehra

Planning: Rabia Sooch

Director of the film: Llyod Baptista

Director of Photography: Tassaduq

Producer: Ishaan, Amit

Music: Hanif Shaikh

Photography (print): Prasad Naik

Producer (print): Allan

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