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.”