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Rajnigandha Has a New Face of Success
www.adageindia.in, February 18, 2016

DS Group's Rajnigandha, has rolled out a new campaign, "Kuch Kar Aisa, Dunia Banna Chahe Tere Jaisa". The new TVC shows the ultimate form of accomplishment with a caption - 'Success that inspires'.

In its new campaign, Rajnigandha has tried to reinforce and strengthen the key concept of success which has always underlined the key message of the brand. The latest campaign underlines the fact that the ultimate accolade is the one where success itself inspires others to reach new heights. It's not just about achieving success in the conventional sense but also inspiring the rest of the world to emulate you and follow your lead.

Designed and conceptualized by McCann World Group, the film focuses on successful protagonists in various fields - literature, music, sports, business and architecture, who with their sheer brilliance and recognition have become a source of inspiration to others.

While commenting on the campaign, Prasoon Joshi, Chairman, Asia Pacific; CEO and Chief Creative Officer, McCann Worldgroup India, said, "The campaign back in 2004 revolved around the success of the protagonist, while keeping Indian pride and values in mind. The second phase took the key thought of success to the next level; where it wasn't only about achieving success but just as important to help and enable the success of those around you. Finally, the latest campaign is about inspiration - where the protagonist, instead of becoming an object of envy, has risen to inspire those around him."

To which, Rajeev Jain, Associate VP, Marketing, DS Group, added, "Through this campaign, we want young India to get motivated by their Idols and try to be like them. 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 theme is a paradigm shift to a new class of successful Indians who inspire, as they reach the pinnacle of success."

The campaign embarks by releasing TVC followed by digital, outdoor and below the line (BTL) and POS medium.

Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate, with a turnover of more than Rs 6500 crores last year. The Group has strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure.