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Pan Vilas Premium Elaichi launches ‘Shauk badi cheez hai’ campaign with Manoj Bajpai

The films were shot by director Maneesh Sharma, cinematographed by Manu Anand and produced by Jay Shewakramani

Mouth freshener Pan Vilas Premium Elaichi has released an advertisement campaign with a set of TVCs starring Manoj Bajpai, Jameel Khan and Elli Avram.

Continuing their highly recalled and celebrated ‘Shauk badi cheez hai’, the TVCs capture the brand’s ethos of passionate indulgence. ‘Shauk’ has been hailed as a differentiator and is a complete fit with the product positioning. It has managed to break the clutter of the category communication and connect with the target audience.


Starring Manoj Bajpai as the quirky Nawab, Jameel Khan as an indulgent ‘Mulazim’ and Elli Avram as the romantic interest, the series of films bring alive the narrative of ‘shauk’ through the idiosyncrasies of the Nawab and humorous situations created through it.   

The films were shot by director Maneesh Sharma, cinematographed by Manu Anand and produced by Jay Shewakramani.


Anirban Sen, Business Head, Chewing & Confectionary, Godfrey Phillips India, said, “Pan Vilas Premium Elaichi is an embodiment of ‘Shauk badi cheez hai’. The tagline of the brand underlines the inherent promise of highest quality. ‘Shauk badi cheez hai’ has proved to be a powerful message and has helped us differentiate from the ordinary, stand apart from all other brands in the market. This new TVCs allow us to reinforce this message and create a greater and lasting impact in the minds of the audience.”

Manoj Bajpai shared his experience shooting the film. “I thoroughly enjoyed myself playing the role of an eccentric Nawab. I immediately connected with the concept of ‘shauk’ as I personally pursue my hobbies with the same passion. In fact I had also shot in the state-of-art factory it is manufactured in when I first launched Pan Vilas Premium Elaichi. Bringing in the authenticity to the role was a joy thanks to the excellent product, the communication and of course the wonderful stories that come together in a cohesive manner. I am happy to be a part of ‘Shauk badi cheez hai’.”      

Amit Gambhir, Marketing Head, Chewing & Confectionary Godfrey Phillips India, said, “Passion is what defines this brand both in terms of quality and ethos. The brand salutes those who live their passion every day, that’s why we say ‘Shauk badi cheez hai’.”

Pan Vilas Premium Elaichi, from Godfrey Phillips India, is handcrafted with a perfect blend of ingredients and is considered as a connoisseur’s delight.

The TVCs:

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