Rajnigandha, a mouth freshener from the DS Group, has rolled out a campaign conceptualised by McCann Worldgroup.
The campaign themed Kuch kar aisa, duniya banna chahe tere jaisa' (Do something, that makes the world want to emulate you). The film focuses on successful protagonists in sport (golf), music (piano), literature (through a book) and architecture, who have become a source of inspiration to others. The narrative pays an ode to those individuals, who have inspired others to emulate them and turn achievers themselves.
Prasoon Joshi, chairman, Asia Pacific, CEO and chief creative officer, McCann Worldgroup India, said, “Rajnigandha as a brand was always about evolving to the next level. The campaign back in 2004 revolved around the success of the protagonist, while keeping Indian pride and values in mind. The second phase took the key thought of success to the next level; where it wasn’t only about achieving success but just as important to help and enable the success of those around you. Finally, the latest campaign is about inspiration – where the protagonist, instead of becoming an object of envy, has risen to inspire those around him.”
Rajeev Jain, AVP – marketing, DS Group, added, “Through this campaign, we want young India to get motivated by their Idols and try to be like them. Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for the successful people for last three decades. It will now redefine the leadership aspect as well. The new theme is a paradigm shift to a new class of successful Indians who inspire, as they reach the pinnacle of success.”
The campaign will straddle digital, outdoor, BTL and points of sale.
Client: DS Group (Rajnigandha)
Agency: McCann Worldgroup
National creative director: Prateek Bhardwaj
Creative team: Aneesh Jaisinghani, Uddipta Borah, Anshul Nanda
Account management: Vishal Sharma, Debarati Paul, Vishal Kalra
Planning: Jitender Dabas
Director of the film: Lloyd Baptista
Producer: Swanand Marathe