Pan Bahar launches Crystal; targets loyalists who have 'arrived'

Pan Bahar has rolled out an multi-media campaign for its premium product 'Pan Bahar Crystal' with its brand ambassador Saif Ali Khan.

Shot with classical jazz music playing, the film features Khan walking through the streets of London, reciting poetry that talks about forging one’s own identity on the road to success. The film showcases some iconic London landmarks such as the London Eye, Big Ben and the river Thames.

Khan is eventually recognised as he meets some fans on the street. He goes on to make his way to his car where he takes out Pan Bahar Crystals. The film ends with him saying, “Pan Bahar. Pehchan Kamyabi Ki.”

Akhil Jain, CEO, Pan Bahar, said, “Pan Bahar as a brand has continually set benchmarks in the industry by delivering excellence through innovation of process and uniformity of taste, in our product offerings. The campaign has given a great emphasis on having arrived in life, success and achievement- aspirational tonality. It’s all about making a lifestyle statement.”

Vandana Das, president, DDB Mudra North, said, "The objective of the campaign was to establish Pan Bahar as a brand with a unique and aspirational identity that consumers could easily symbolise with success. The brand category to which Pan Bahar belongs to is largely driven by loyalty, and hence great emphasis has been laid on using success and achievement- aspirational tone of communication."

Sambit Mohanty, creative head, DDB Mudra North, said, “In challenging times, a person needs anchors that help him take a unique identity and make a personality statement. But for some people, their achievements are their identity - they don’t need to shout out loud that they’ve ‘arrived’. Their achievements do it for them. This is the thought that we used while crafting this campaign.”

The campaign is spread across print, television and digital.

Credits
Client: Pan Bahar
Creative agency: DDB Mudra
Chairman and CCO: Sonal Dabral
President-North: Vandana Das
Creative team: Sambit Mohanty, Shivil Gupta, Subhashish Datta, Vishal Singh, Supriya Berry
Account management:  Ashwani Dhingra, Anirudh Pathak, Gaurab Gogoi, Moumita Chaudhuri
Director: Sunhil Sippy
Production house: Fire Cracker films