Rajnigandha release new campaign aimed at showcasing its passion for perfection

DS Group’s mouth freshner brand Rajnigandha has launched a new campaign that emphasises the painstaking efforts that go into sourcing the choicest of ingredients and creating an exquisite master blend of matchless quality.

The brand’s new TVC is a testimonial of its tagline ‘Yun Hi Nahin Main, Rajnigandha Ban Jaata Hun’. 

The video showcases the brand’s painstaking journey of sourcing the right ingredients and blending them to perfection, in its commitment to delivering impeccable quality. The video is an ode to the long legacy of creating the perfect pan masala experience, savoured by connoisseurs.

Conceptualised by Scarecrow M&C Saatchi, the video captures how the brand through its Master Blender takes a deep dive into the depths of quality and reaffirms its passion for perfection. He discovers the wealth of aroma and taste of pristine nature.

The TVC depicts how the brand meets the consumer's expectations and shall further strengthen their faith in the Rajnigandha. This film captures stunning landscapes and magnificent shots of surreal nature that surely are going to leave the viewers in awe.

The TVC has been shot by Patricio Schmidt, a director from Chile who has shot hundreds of commercials across the world and is recognised for his beauty and landscape photography.

Sejal Shah, one of the very few specialists who can capture both scale and beauty in a single frame, is the Director of Photography. The commercial has been composed by music director Sameeruddin and features the voice of actor Sharad Kelkar.

Manish Bhatt, Scarecrow M&C Saatchi, said, “Rajnigandha is an iconic brand. The product has been a part of Indian culture for ages. What makes it iconic is its precious ingredients. We have tried to romanticise the ingredients and highlight the legacy of the brand through visuals and poetry.” 

Sushaant, GM, Marketing, Rajnigandha, said, “Rajnigandha, is a perfect blend of aromatic flavours and precious ingredients. Passion for perfection and quality is the essence of the brand. In the true tradition of excellence, Rajnigandha is known for its consistent and delectable taste experience. This film is an effort to showcase this arduous journey and passion that Rajnigandha endures.” 

The film will be running across TV Channels, digital and social media platforms.

Credits:

Director: Patricio Schmidt

Agency: Scarecrow M&C Saatchi

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Lalit Sakurkar, Kunal Parkar, Vijay Assudani, Hrishikesh Bhayani, Kshitij Bhatt.

Account Management: Mangesh Mulajkar, Shamima Pereira, Vinav Nair 

Executive Producer: Sonika Mody

Producer: Jeet Surendranath / Rohini Mody

Rajnigandha Team: Rajeev Jain, Sushaant, Javed Khan, Amiya Agnihotri and Arshad Husain 

Cinematography: Sejal Shah

Music Director: Sameeruddin

VFX: Gravity Labs: Chile 

Voice Over: Sharad Kelkar

Associate Producer: Sunny Fernandes

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