Conceptualised by McCann India, this campaign is not about achieving success in the conventional sense, but about success that inspires the world to emulate you
BestMediaInfo Bureau | Mumbai | February 19, 2016
India’s premium mouth freshener brand, Rajnigandha, recently launched a new campaign captioned ‘Kuch Kar Aisa, Duniya Banna Chahe Tere Jaisa.’ The campaign is a giant leap in the brand’s journey of success. The campaign has been conceptualised by McCann India.
The film showcases different protagonists in various fields of music, architecture, sports, business and literature who with their sheer brilliance and recognition have become a source of inspiration to others in respective fields.
The narration speaks about being thankful to the respective protagonists for being ahead in their respective fields, at the same time saying, ‘I need you to be there.’ With a strong meaning in the narration, it goes on to say ‘You have that charm and I try to find your talent in me,’ ‘Your heights strengthen my wings, thankful to you for I am ahead of so many people today. I am not jealous of you, it the fire inside me that keeps me alive.’ Finally, the TVC concludes by saying, “Kuch Kar Aisa Duniya Banna Chahe Tere Jaisa, Rajnigandha!”
The campaign strengthens the concept of success which has always underlined the brand messaging of Rajnigandha. The latest campaign underlines the fact that the ultimate accolade is one where success inspires others to reach new heights. It’s not just about achieving success in the conventional sense but also inspiring the rest of the world to emulate you and follow your lead. The new campaign line therefore reflects this thought through the tagline “Kuch Kar Aisa, Duniya Banna Chahe Tere Jaisa”.
Commenting on the campaign, Prasoon Joshi, Chairman, Asia Pacific, CEO and Chief Creative Officer, McCann Worldgroup India, said, “Rajnigandha as a brand was always about evolving to the next level. The campaign back in 2004 revolved around the success of the protagonist while keeping Indian pride and values in mind. The second phase took the key thought of success to the next level; where it wasn’t only about achieving success but where it was important to help and enable the success of those around you. Finally, the latest campaign is about inspiration – where the protagonist, instead of becoming an object of envy, has risen to inspire those around him.”
Rajeev Jain, Associate VP, Marketing, DS Group, added, “Through this campaign, we want young India to get motivated by their idols and try to be like them. Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for successful people for the last three decades. It will now redefine the leadership aspect as well. The new theme is a paradigm shift to a new class of successful Indians who inspire as they reach the pinnacle of success.”
The campaign will be supported by digital, outdoor, below the line (BTL) and POS mediums.
Agency: McCann Worldgroup India
Client: Rajnigandha (DS Group)
National Creative Director: Prateek Bhardwaj
Creative team: Aneesh Jaisinghani, Uddipta Borah, Anshul Nanda
Account Management: Vishal Sharma, Debarati Paul, Vishal Kalra
Planning: Jitender Dabas
Director (film): Lloyd Baptista
Producer: Swanand Marathe