Dharampal Satyapal Group has appointed Bollywood actor Priyanka Chopra brand ambassador for its new product, Rajnigandha Silver Pearls. A TVC featuring Chopra has been launched. Conceptualised by Dentsu Marcom, it carries the tagline ‘Achai ki ek alag hi chamak hoti hai’ (Goodness has a special shine to it).
Chopra plays a popular star in the film. What sets her apart is her little gestures of goodness. Set to a sound track on the theme ‘Dil bada toh tu bada’ (One is as big as one’s heart), the film opens with Chopra performing on stage. Interspersed with the performance are instances of her endearing, humane nature. When a little boy places his hand on her car window, she reciprocates from the inside, delighting him. She throws a scarf at a horde of adoring fans from her balcony, in another warm gesture towards fans. She surprises an old lady with a birthday cake. At the end of her performance, as she takes a bow before the applauding audience, she calls her musicians on stage to share the credit. The audience greets her gesture with a standing ovation. The films ends with Chopra in her car opening a pack of Rajnigandha Silver Pearls and eating one, even as a voice over and super announce the brand’s tagline.
Rajeev Jain, senior general manager, marketing, Dharampal Satyapal, said, “Rajnigandha brand has always been a hallmark of achievement and our new product ‘Rajnigandha Silver Pearls’ that shares the same brand’s DNA, can be seen as symbolic of individuals who are successful and yet uphold a strong humanistic approach to life. Priyanka Chopra has been appointed as the brand ambassador as she is an epitome of a global achiever, and at the same time a grounded and humble person who is always ready to give time and effort for a good cause. The TV commercial highlights exactly this aspect of her life”.
Titus Upputuru, national creative director, Dentsu Marcom, added, “Rajnigandha Silver Pearls is saffron-blended silver-coated cardamom seeds. Cardamom (Elaichi) is good for health, and silver has shine, so we came up with ‘goodness shines’. At the same time we also considered the lineage of Rajnigandha which stood for success and achievement. When we decided to go ahead with Priyanka Chopra as the face of the brand, we thought let's show stardom in a new light. Thus was born ‘Achchai ki ek alag chamak hoti hai’”.
The campaign will be seen across print, outdoor, radio, digital and OOH media.
Creative agency: Dentsu Marcom
NCD: Titus Upputuru
Creative team: Jitendra Kaushik, Vishal Mittal, Brijesh Bharadwaj, Vivek Verma
Account management: Sunita Prakash, Payal Mehra, Anahita Brar, Priyanka Sindhwani
Planning: Narayan Devanathan, Rabia Sooch
Director (film): Llyod Baptista
Producer: Ruchi Mehta
Music: Hanif Shaikh