DS Group has rolled out a TVC for its brand Rajnigandha Pearls which features brand ambassador Anushka Sharma.
Conceptualised by L&K Saatchi and Saatchi, the film aims to establish the brand message ‘achchai ki ek alag chamak hoti hai’ (doing good has a different shine). In the film, Sharma greets the security guard in her building and finds out that he's feeling extremely cold. Without informing him she orders a warm meal for him. The security guard is pleasantly surprised when the delivery boy hands over the meal. The film signs off with Sharma stating her grandmother always told her that when you do good, you don't need to spread the word about it.
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 film is running on television and digital.
Client: DS Confectionery Products
Creative Agency: Law & Kenneth Saatchi & Saatchi
Account management: Naresh Bhatt, Kapil Vohra
National creative director: Rohit Malkani
Creative team: Sunil Bhandari, Priyanka Mukherjee
Director (of the film): Mr Prashant Madan
Production house: Show and Tell Productions
Music: Abhishek Arora