Conceptualised and created by Regulation & Kenneth Saatchi & Saatchi, it takes its outdated narrative of compassion and kindness ahead.
Rajnigandha Pearls, the mouth freshener model from DS Group, has launched a TVC that includes its model ambassador, Bollywood actress Anushka Sharma. That is the second time she is that includes within the ‘Achchai ki ek alag chamak hoti hai’ marketing campaign.
The model has constantly launched an advert, as part of this marketing campaign yearly since 2014. Nonetheless, that is the primary time that its advert is showing after a year-long hole. Conceptualised and created by Regulation & Kenneth Saatchi & Saatchi, this movie is alongside the identical strains because the earlier ones, and celebrates compassion and kindness.
The movie opens with Sharma shivering and strolling down the steps of a residential constructing on a chilly winter night time. When the drowsy and shivering guard stands as much as greet her, she asks him whether it is chilly. The guard nods sheepishly. Quickly, we see a meals supply boy giving him tea with goodies, and not using a point out of the benefactor. The movie ends with Sharma recalling her grandmother’s definition of actual goodness, ‘Achchai ek haath se karo to doosre haath ko pata bhi na chale’. It exhibits how a small act, even accomplished anonymously, can convey a smile to someone’s face.
Arvind Kumar, basic supervisor, advertising and marketing, DS Confectionery Merchandise, stated, “The model story of Rajnigandha Pearls is constructed on the premise of ‘Goodness that shines’ or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of nice tasting product coated with shining silver. The brand new marketing campaign weaves a narrative on the model’s philosophy, reinforcing the message and depicting selfless goodness that shines by way of the smallest of acts of kindness to unfold pleasure round.”
The model has depicted this similar philosophy by way of its campaigns over time. It’s the background rating ‘Dil bada to tu bada’ that binds them collectively. From 2014-18, Priyanka Chopra was its model ambassador and featured within the campaigns.
Within the 2014 movie, we noticed her acknowledging everybody who’s been part of her journey.
In 2015, we noticed how a small gesture from her made a distinction.
The 2016 movie confirmed how she does little acts of kindness with out anticipating something in return and, but, receives love from her followers.
The 2017 movie confirmed her applauding an artiste’s efficiency, whereas most different company had been too busy to note.
Later that yr, she did her final movie for the model.
In 2019, the model roped in Sharma, who was seen supporting her colleagues in a trend present.
