NEW DELHI, INDIA — Rajnigandha, India’s leading mouth freshener brand from DS Group, recently launched a new campaign that emphasizes the painstaking efforts that go into sourcing the choicest of ingredients and creating an exquisite master blend of matchless quality.
The brand’s new TVC is a perfect testimonial of its tagline “Yun Hi Nahin Main, Rajnigandha Ban Jaata Hun.” The campaign film showcases the brand’s painstaking journey of sourcing the right ingredients and blending them to perfection, in its commitment to delivering impeccable quality. The film is an ode to the long legacy of creating the perfect pan masala experience, savored by connoisseurs.
Conceptualized by creative agency Scarecrow M&C Saatchi, the film captures how the brand, through its Master Blender, takes a deep dive into the depths of quality and reaffirms its passion for perfection. He discovers the wealth of aroma and taste of pristine nature. The TVC depicts how the brand meets the consumer’s expectations and shall further strengthen their faith in the Rajnigandha. This beautifully documented film captures stunning landscapes and magnificent shots of surreal nature that surely are going to leave the viewers in awe.
The TVC has been shot by Patricio Schmidt, a renowned director from Chile who has shot hundreds of commercials across the world and is recognized for his beauty and landscape photography. Meanwhile, Sejal Shah, one of the very few specialists who can capture both scale and beauty in a single frame, is the director of photography. The commercial has been composed by leading music director Sameeruddin and features the voice of famous actor Sharad Kelkar.
Manish Bhatt of Scarecrow M&C Saatchi said, “Rajnigandha is an iconic brand. The product has been a part of Indian culture for ages. What makes it iconic is its precious ingredients. We have tried to romanticize the ingredients and highlight the legacy of the brand through visuals and poetry.”
Sushaant, GM for Marketing of Rajnigandha said, “Rajnigandha is a perfect blend of aromatic flavors and precious ingredients. Passion for perfection and quality is the essence of the brand. In the true tradition of excellence, Rajnigandha is known for its consistent and delectable taste experience. This film is an effort to showcase this arduous journey and passion that Rajnigandha endures.”
The film will be running across TV channels and digital and social media platforms.
CREDITS:
Director: Patricio Schmidt
Agency: Scarecrow M&C Saatchi
Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Lalit Sakurkar, Kunal Parkar, Vijay Assudani, Hrishikesh Bhayani, Kshitij Bhatt.
Account Management: Mangesh Mulajkar, Shamima Pereira, Vinav Nair
Executive Producer: Sonika Mody
Producer: Jeet Surendranath / Rohini Mody
Rajnigandha Team: Rajeev Jain, Sushaant, Javed Khan, Amiya Agnihotri and Arshad Husain
Cinematography: Sejal Shah
Music Director: Sameeruddin
VFX: Gravity Labs: Chile
Voice Over: Sharad Kelkar
Associate Producer: Sunny Fernandes
