Rajnigandha Pearls, a DS Group brand, launched its new TV ad campaign featuring the brand ambassador and Bollywood actor, Anushka Sharma.
The TVC takes forward the brand’s core communication and philosophy, ‘Achchai ki ek alag chamak hoti hai’, it celebrates compassion and human kindness.
The realistic campaign showcases Sharma in a real-life situation performing an act of goodness. She takes a few moments out of her busy life to perform a selfless act that makes someone less fortunate comfortable.
The film is conceptualized and created by Law & Kenneth Saatchi & Saatchi.
Arvind Kumar, General Manager, Marketing, DS Confectionery Products, said, “The brand story of Rajnigandha Pearls is built on the premise of ‘Goodness that shines’ or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of great tasting product coated with shining silver. The new campaign weaves a story on the brand’s philosophy reinforcing the message and depicting selfless goodness that shines through the smallest of acts of kindness to spread joy around.”
The new integrated 360-degree campaign will be launched on various platforms, using different touch points in the consumer ecosystem.