Rajnigandha, a brand from Dharampal Satyapal Group, has launched a new ingredient-focused television commercial aimed at reinforcing its positioning around quality and consistency. The campaign emphasises the process behind the product rather than consumption moments.
Directed by French filmmaker Bruno Aveillan, the film is titled ‘Yun Hi Nahin Main Rajnigandha Ban Jaata Hun’ (I haven’t become Rajnigandha just like that). It traces the journey of ingredient selection, evaluation and blending, highlighting the role of the master blender and the precision involved in achieving a consistent taste profile.
Conceptualised by McCann Advertising, the TVC adopts a cinematic treatment, using controlled visuals and pacing to communicate craftsmanship. The narrative positions quality as the outcome of process and experience rather than chance.
Sushaant, senior general manager, marketing, mouth freshener, DS Group, said, “With this new ingredient TVC, Rajnigandha reaffirms its commitment to authenticity, excellence and quality reminding consumers that the legacy of premium great taste is never accidental, but the result of years of experience and uncompromising standards.”
The campaign will be rolled out across television and digital platforms, including YouTube, Instagram, Facebook and OTT services. This multi-platform release aims to balance reach with visual fidelity.
By focusing on ingredients and process, the campaign departs from celebrity-led or usage-driven narratives common in the category. Instead, it reinforces long-term brand equity by foregrounding production values and expertise.
The TVC aligns with Rajnigandha’s premium positioning while refreshing its visual language for contemporary audiences. It also signals continued investment in high-production brand storytelling within the mouth freshener segment.
