McCann gets Rajnigandha to the stadium

31 May,2013

By A Correspondent

 

Dharampal Satyapal (DS) Group has launched a new campaign captioned Stadium for its mouth freshener brand Rajnigandha. The new campaign will mark a giant leap in the underlying perception and motive of the brand with the new punch line “Munh Mein Rajnigandha Dil Mein Hai Duniya”. The key message of the campaign is “Success that makes a difference evokes admiration”. The campaign created by McCann Erickson, embarks by releasing TVC followed by digital, outdoor, and below the line (BTL) and POS medium.

 

Commenting on the campaign, Rajeev Jain, Sr General Manager, Marketing, said, “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 punchline “Munh Mein Rajnigandha Dil Mein Hai Duniya” is a paradigm shift to a new benevolent and successful India.”

 

While the earlier Rajnigandha campaign focused more on the success, the new Rajnigandha campaign has a more compassionate, humane approach. The campaign talks about an evolved person who is an equal contributor to the success of his fellow men. The protagonist of the commercial is shown as a successful business magnate, who not only has strong business acumen; but is also concerned for the well-being of society at large.

 

The TVC shows with three investors presenting a blueprint to a young businessman in a field. This is followed by a well-heeled businessman with a calm and serene air around him, who steps out of a Limousine. The elder brother surveys the land and sees few kids playing cricket. The younger brother then excitedly blurts his business plan to create India’s biggest mega mall consisting of theme parks, amusement grounds and 6 multiplexes on that land. We see that the batsman hits the ball and it strikes the car. The elder brother throws back the ball to the kids and says “Yahan stadium banna chahiye”. One of the investors mutters under his breath ‘Charity ke bare main soch rahe hain’. Elder brother responds “Kal ki soch rahe hain”. He opens a pack of Rajnigandha, pops in a spoonful and replies “kabhi toh aisa khwab dekhiye, jismain hazaro khwab shamil ho”. Followed by this sequence is a newsperson making an announcement ‘GR Enterprises ke international stadium ne iss sheher ke logon main garv ki bhaavna aur sports culture ko adbhutt badaava diya hai’.

 

Credits:

Creative Agency: McCann Erickson

Creative Head: Prasoon Joshi

Account management: Rajeev Rakshit, Bhaskar Preenja, Shourabh Verma, Ayesha Mehra

Planning: Jitendra Dabas and Srayan Ghosh

National Creative Director: Nakul Sharma and Tirtha Ghosh

Director (of the film): Rajesh Saathi

Production House: Kerosene Films

 

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