RPG Group launches 'Hello Happiness' campaign

RPG Group has partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to launch a campaign featuring four films.

The Harsh Goenka-led RPG Group has not only made happiness intrinsic to its vision but has also adopted it as its brand tagline ‘Hello Happiness’ and embarked on a journey to promote, share stories, nurture and encourage a culture of happiness, both within and outside the group.

This new campaign executed by Dentsu Webchutney, Mumbai, took its cue from the group’s vision statement that harbours a bright square smiley, alongside values such as ‘Unleash Talent’, ‘Touch Lives’ and ‘Outperform’. Spread across six weeks, the campaign, driven largely via short films, illustrates how the group has brought happiness into the lives of diverse stakeholders.

Manjira Sharma

Manjira Sharma, DGM, Corporate Brand & Communications, RPG Enterprises, said, “At RPG, we believe that if we are able to bring any change into the lives of people, we have done justice to the group’s existence. And this change is only evident through people’s smiles; that is the bar we have set to measure our success. This is the reason we had to own the position of ‘Happiness’.”

Nishi Kant

Nishi Kant, EVP and Branch head, Dentsu Webchutney, said, “Real happiness is very tangible and each RPG film brings this home for the viewer – whether that be a child jumping around at an unexpected happiness, the tears streaming down a mother’s cheek at her daughter’s achievement, the boundless joy experienced by a grandfather in his grandchild’s company or the cheerful confidence of a happy employee. The term Hello Happiness means the active expression of happiness and that is what the RPG Group stands for.”

To portray these stories of happiness, the campaign referred to examples from within the RPG Group companies – KEC International and Seniority.in, its CSR Initiative Pehlay Akshar and its employee friendly policies.

“Happiness isn’t a thing, it is a place. And to reach this place, we need to lighten ourselves of the baggage that we all carry in our hearts. RPG is an ebullient place, where we encourage our employees to shed this baggage, be themselves, and contribute to the group’s vision. And we are boastfully gleeful about this,” added Sharma.

Brand film:

KEC film:

Seniority film:

Pehlay Akshar film:

Credits:

EVP & Branch Head: Nishi Kant

Executive Creative Director: Mangesh Someshwar

Associate Creative Director, Copy: Yash Kulshresth

Associate Creative Director, Art: Ananda Sen

Copy Supervisor: Sonia Gupta

Copywriter: Sanjeev Tripathi

Sr. Brand Strategist: Sumera Dewan

VP Client Servicing: Harsh Shah

Account Supervisior: Adele D’Lima

Account Executive: Saransh Mehta

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