Rajnigandha Silver Pearls : Goodness Shines

By Diksha Seth , afaqs!, New Delhi | In Marketing | December 23, 2015
In its digital campaign 'Pearls of India- Chacha-Chachi Story', Rajnigandha Silver Pearls continues to reiterate the brand's core proposition - "Achchai ki ek alag Chamak hoti hai"

The popular mouth freshener brand Rajnigandha Silver Pearls, from the multi-diversified conglomerate, Dharampal Satyapal Limited continues to spread the power of goodness with its digital campaign - Pearls of India. Under this campaign the brand has so far rolled out two films namely - the story of Pintoo Uncle & more recently the Chacha-Chachi story.


The idea behind this campaign is to recognize and reward the unsung acts of goodness leveraging the digital platform. One such act of kindness unfolded five years back in the desert mountain valley of Spiti. The valley is oft-frequented by adventure seekers from across the world. Located in the higher altitudes of the Himalayas, Spiti remains cut off from the rest of India for almost 6 months of the year owing to the harsh weather conditions. Braving the cold and hostile climate, an elderly couple affectionately called as 'Chacha - Chachi', have been running a 'dhaba' - roadside restaurant for as long as one can remember.

While the weather in Spiti has always posed challenges for the tourists, five years back it turned unusually wrathful with an unrelenting snowstorm hitting the valley. The storm disrupted life for locals and tourists alike, as thick snow blocked all routes. Cut off from supplies, people feared for their lives, when, - Chacha-Chachi lent a helping hand by offering food and shelter to the distressed tourists without expecting anything in return. Survivors till date remember their act of kindness and consideration with gratitude.

This heart warming account is what the Pearls of India - Chacha-Chachi Story captures, simultaneously weaving the brand proposition of "Achchai ki ek alag Chamak hoti hai", which aims to celebrate the inherent goodness in people.

The campaign will feature many such stories over a period of one year. It will be amplified using the digital medium. The brand primarily aims to target young Indians between the age group of 18 to 34 years. Furthermore, it hopes to surpass the milestone set by the film - the story of Pintoo Uncle, which has so far garnered over two lakh views on YouTube.

Rajnigandha Pearls are made of handpicked cardamom seeds, blended with saffron and coated with pure silver leaves. The brand has revolutionised the traditional Elaichi by giving it a strong, unique taste, with an intense aromatic fragrance.

DS Group, a multi-diversified conglomerate claims to have a turnover of more than INR 6500 crores. The company has a presence in high growth sectors such as Mouth Fresheners, Tobacco, Packaging, F&B, Hospitality, Agro Forestry, Rubber Thread and Infrastructure. Founded in the year 1929, the Group has further strengthened its presence in the F&B category by entering into Dairy and Confectionery segments.