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'.
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."
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.