DS Group’s Rajnigandha Pearls has brought on board the the Bollywood actress, Anushka Sharma. A firm belief in the quintessential inner goodness that outshines everything else has been the core of all brand communications for Rajnigandha Pearls. The brand has launched a television commercial that reinstates this core belief. The campaign is conceptualised and executed by Law & Kenneth Saatchi & Saatchi.
Like Rajnigandha Pearls, seeds of cardamom coated with silver and blended with Saffron hold within them the striking quality of refreshing instantaneously, the seeds of ‘achchai’ planted in the human heart, can make a world of difference in somebody’s life and outshine everything else.
The plot revolves around a fashion show, where Anushka is the show-stopper. We see the dazzling Anushka walking on to the ramp along with two models. One of these two models confronts an awkward moment when her top unfastens, baring her back. Anushka promptly covers up the glitch by putting her hand on the back of the both the models, thus stopping an embarrassment to mar the situation. The story is all about how a simple act of goodness by Anushka, saves another model from the embarrassment of a wardrobe malfunction. Anushka’s natural graciousness thus outshines the glitz of a star-studded fashion show.
Rajeev Jain, Vice President, Marketing, DSL, said, “The new TVC has a touching story, coupled with delightful execution. The philosophy of goodness has in fact, become an essential part of the brand’s identity. And the latest television commercial is yet another piece of creative communication that reinstates this core belief. We are happy to associate with Anushka Sharma, who has surpassed her area of talent and has progressed to uphold philanthropic causes. With a quality to vouch for, Rajnigandha Pearls as a brand is driven by its belief in the innate power of goodness. The brand’s upcoming TVC also reflects the same conviction.”
Talking about his experience of crafting the film, for Rajnigandha Pearls, Rishi Upadhyay, Creative Director, L&K Saatchi and Saatchi, said, “The brief given to us by the brand team was very clear- we had to enhance the brand message ‘Acchai ki ek alag chamak hoti hai’. The concept needed to be simple and impactful. This story is based on a small act of goodness done instinctively by Anushka that has a huge impact. The insight comes from how we react when we see someone in trouble. A person who is naturally kind hearted will automatically reach out to help, without a second thought.”
Creative Agency: L&K Saatchi & Saatchi Pvt. Ltd.
Devraj Basu - Executive Vice President
Abhishek Jain - Associate Vice President
Irfan Razi - Sr. Brand Services Executive
Snehasis Bose - Sr. Vice President-Planning
Rishi Upadhyay – Sr. Creative Director
Ashish Naik – Executive Creative Director
Ritika Girath – Creative Supervisor-Copy
Ninad Gharat – Creative Director-Art
Supriya Gharge – Art Director
Director (of the film): Tejal Patni
Production House: Show & Tell Productions Pvt. Ltd.
Music: Subhajit Mukherjee