Priyanka Chopra turns introspective in Rajnigandha's new TVC

The TVC for Rajnigandha Silver Pearls firmly re-establishes the brand's core communication philosophy of 'Achchai ki ek alag chamak hoti hai'.

Rajnigandha Silver Pearls, the popular mouth freshener brand from Dharampal Satyapal Group (DS Group), has launched a TVC featuring its brand ambassador, actor Priyanka Chopra, for the second time. The TVC takes forward and firmly re-establishes the brand's core communication philosophy 'Achchai ki ek alag chamak hoti hai'.

In the new ad, conceptualised and created by Dentsu Marcom, Chopra is shown introspecting about her life and what people say about her. She mulls over these things as she descends a majestic staircase in a grand hotel. The film ends with a simple, spontaneous act of goodness where she helps a hotel staff member. With this, she deduces what goodness is actually all about: 'Not what people say about you, but what you do'. What makes the film stand out is that, perhaps for the first time in the Indian advertising industry, a celebrity has been shown deriding herself.

Talking about the TVC, Titus Upputuru, national creative director, Dentsu Marcom, says, "This time, just like the previous campaign, we are carrying forward the same brand message of 'Dil bada toh tu bada', through a shocking story that shows the brand's face Priyanka Chopra indulge in a self-deprecating monologue, emphasising that, at the end of the day, it is only what you do that matters. Chopra played a sport and criticised herself through the film."

The core TG for the brand is people between 18 to 50 years of age. The TVC has tried to strike a chord with the masses in Tier II and III cities as much as with those living in the metros, including both males and females. The ad has also tried to break the monotony through a female brand ambassador as it wants females to come at the forefront to consume this product. The campaign is being aired on TV, radio, digital, cinemas and in the BTL space.

Rajnigandha Silver Pearls comes in a Re 1 sachet available in 0.17 gm quantity, 2 gm zipper available for Rs. 10 and Rs. 50 zipper available in 6.25 gm quantity.

About the look of the ad, Upputuru says, ''Rajnigandha Silver Pearls is a lead brand from DS Group. Showing the aspirational value of the product was as important for the creative team, as keeping the original name, Rajnigandha, intact even while introducing another product like the mouth freshener. Hence, the ad shows a royal background."

"The close-up of the product at the end has been shot to show what exactly the product is and bring out the goodness in it," he adds.

Rajeev Jain, associate vice president, DS Group, says, "Through this ad, we have tried to retain our brand proposition - 'Achchai ki ek alag chamak hoti hai' - while stressing on the 'goodness' factor of the product. Also, last year, the ad with Priyanka Chopra was shot like a montage, whereas this year, we have focussed on how to retain Priyanka Chopra and the 'Achchai ki chamak' attribute in the ad."

Talking about the premium imagery of the brand, Jain says, "Using premium imagery adds an aspirational value to the product. If the product comes with good packaging, coupled with good imagery, it contributes psychologically in the decision making process for a consumer, as he thinks that the product being bought is really worth the money spent. Also, we have tried to create a mass appeal for the product Rajnigandha Silver Pearls."

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Ashish Phatak, executive creative director, DDB Mudra West, says, "The ad definitely looks rich. If the goal of the segment is to look 'royal', then this one certainly helps that cause," adding about the execution, "It seems like the objective was to make it very clear that this is not Pan Masala. And since the name Rajnigandha has always been strongly linked to Pan Masala, the deliberate (product) shot seems to be quite important."

Phatak goes on about the tagline, "I see a good enough link with the product. Not through 'achchai', but through 'chamak', since it's about Silver Pearls. When you have that connect, it's quite believable when the brand says, 'Achchai ki alag chamak hoti hai'. The higher-order virtue is just a simile to justify that product attribute."

Jayanto Banerjee, national planning director, Hakuhodo Percept, has an interesting take on the ad. He says, "This ad seems to follow all the typical category codes - glamorous celebrity, uber rich setting, showing how 'real' the person is and finally a platitude at the end. I am sure the ad helps the segment meet its collective goal of attaining respectability, but as to whether it meets this specific brand's objective is debatable."

Talking about the execution of the ad, he observes it is neither imaginative nor fresh. "Most advertising in this category shows the human side to a big/successful person - people who, despite their success, are still in touch with their inherent Indian values. It's becoming too formulaic and breeds lazy thinking. It's been a while since we have seen a fresh and appealing take in the pan masala category," he rues.

DS Group is a multi-diversified conglomerate, having a strong presence in F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure categories. Catch Spices, Catch Spring Water, Catch Flavoured Water, Chingles - the mini chewing gums, Pass Pass Pulse, Piyoz, Ksheer and Dairymax are some of the brands the group prides itself on.