Rajnigandha Pearls is Ready to Shine with Goodness, With Anushka Sharma



New Delhi: The leading Bollywood actress, Anushka Shama is the new brand ambassador for Rajnigandha Pearls, from the House of DS.  A firm belief in the quintessential inner goodness that outshines everything else has been the core of all brand communications for Rajnigandha Pearls. The philosophy of goodness has, in fact become an essential part of the brand’s identity and the latest television commercial is yet another piece of creative communication that reinstates this core belief. Like Rajnigandha Pearls, seeds of cardamom coated with silver and blended with Saffron hold within them the striking quality of refreshing instantaneously, the seeds of ‘achchai’ planted in the human heart, can make a world of difference in somebody’s life and outshine everything else.

The plot revolves around a fashion show, where the gorgeous Anushka is the show-stopper. We see the dazzling Anushka walking on to the ramp along with two models. One of these two models confronts an awkward moment when her top unfastens, baring her back. Anushka promptly covers up the glitch by putting her hand on the back of the both the models, thus stopping an embarrassment to mar the situation. The story is all about how a simple act of goodness by Anushka, saves another model from the embarrassment of a wardrobe malfunction. Anushka’s natural graciousness thus outshines the glitz of a star-studded fashion show. Excited to be the new face for the brand, Anushka Sharma shared her thoughts as she said, “Rajnigandha Pearls believes in the philosophy that goodness can make this world a better place and I am happy to be associated with them as I strongly feel and practice the same.”

Mr. Rajeev Jain, Vice President, Marketing, DSL said, “Conceptualized by Law & Kenneth Saatchi & Saatchi, this new TVC has a touching story, coupled with delightful execution. The philosophy of goodness has in fact, become an essential part of the brand’s identity. And the latest television commercial is yet another piece of creative communication that reinstates this core belief.  We are happy to associate with Anushka Sharma, who has surpassed her area of talent and has progressed to uphold philanthropic causes. With a quality to vouch for, Rajnigandha Pearls as a brand is driven by its belief in the innate power of goodness. The brand’s upcoming TVC also reflects the same conviction.”

Talking about his experience of crafting this beautiful film, for Rajnigandha Pearls, Mr. Rishi Upadhyay, Creative Director, L&K Saatchi and Saatchi, quipped, “The brief given to us by the brand team was very clear- we had to enhance the brand message ‘Acchai ki ek alag chamak hoti hai’. The concept needed to be simple and impactful. This story is based on a small act of goodness done instinctively by Anushka that has a huge impact. The insight comes from how we react when we see someone in trouble. A person who is naturally kind hearted will automatically reach out to help, without a second thought.”
Creative Credits as follows:
Creative Agency: L&K Saatchi & Saatchi Pvt. Ltd.

Account management:
Devraj Basu - Executive Vice President
Abhishek Jain - Associate Vice President
Irfan Razi- Sr. Brand Services Executive

Planning:
Snehasis Bose - Sr. Vice President-Planning

Chief Creative Officer: Delna Sethna

Creative Team:
Rishi Upadhyay – Sr. Creative Director
Ashish Naik – Executive Creative Director
Ritika Girath – Creative Supervisor-Copy
Ninad Gharat – Creative Director-Art
Supriya Gharge – Art Director

Director (of the film): Tejal Patni
Production House: Show & Tell Productions Pvt. Ltd.
Music: Subhajit Mukherjee

About DS Group: Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate, with a strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging and Agro forestry. The Group has strengthened its presence in F&B category by entering in Dairy and Confectionary segment. DS Group is committed towards premium quality products & credited with several innovations for nearly nine decades.
Catch Spices, Catch Spring water, Catch flavoured water, Chingles-the mini chewing gums, Ksheer, Dairymax, Tulsi, Pass Pass, Rajnigandha, Rajnigandha Pearls, Pulse, The Manu Maharani and Namah are some of the leading brands, the Group proudly shelters today. The DS Group has chosen to mesh their social commitment into business vision. The Company has been working all over the country, on a wide range of CSR programmes with ‘Water’ as the mainstay. The Group works strongly on the principles of integrity, dedication, resourcefulness and commitment.

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