Scarecrow M&C Saatchi India’s new campaign reaffirms Rajnigandha passion for perfection
Rajnigandha, India’s leading mouth freshener brand from DS Group, has recently launched a new campaign with Scarecrow M&C Saatchi India that emphasizes the painstaking efforts that go into sourcing the choicest of ingredients and creating an exquisite masterblend of matchless quality.
The brand’s new TVC is a perfect testimonial of its tagline ‘Yun Hi Nahin Main, Rajnigandha Ban Jaata Hun’. The film showcases the brand’s painstaking journey of sourcing the right ingredients and blending them to perfection, in its commitment to delivering impeccable quality. The film is an ode to the long legacy of creating the perfect pan masala experience, savoured by connoisseurs.
The campaign captures how the brand through its Master Blender takes a deep dive into the depths of quality and reaffirms its passion for perfection. He discovers the wealth of aroma and taste of nature. The TVC depicts how the brand meets the consumer’s expectations and shall further strengthen their faith in the Rajnigandha.
The TVC has been shot by Patricio Schmidt, a renowned director from Chile who has shot hundreds of commercials across the world and is recognised for his beauty & landscape photography. Sejal Shah, one of the very few specialists who can capture both scale and beauty in a single frame, is the Director of Photography. The commercial has been composed by leading music director Sameeruddin and features the voice of famous actor Sharad Kelkar.
Manish Bhatt, Scarecrow M&C Saatchi, said: “Rajnigandha is an iconic brand. The product has been a part of Indian culture for ages. What makes it iconic is its precious ingredients. We have tried to romanticize the ingredients and highlight the legacy of the brand through visuals and poetry.”
Sushaant, GM, Marketing, Rajnigandha, said: “Rajnigandha, is a perfect blend of aromatic flavours and precious ingredients. Passion for perfection and quality is the essence of the brand. In the true tradition of excellence, Rajnigandha is known for its consistent and delectable taste experience. This film is an effort to showcase this arduous journey and passion that Rajnigandha endures.”
The film will be running across TV Channels, digital and social media platforms.
Credits
Director: Patricio Schmidt
Agency: Scarecrow M&C Saatchi
Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Lalit Sakurkar, Kunal Parkar, Vijay Assudani, Hrishikesh Bhayani, Kshitij Bhatt.
Account Management: Mangesh Mulajkar, Shamima Pereira, Vinav Nair
Executive Producer: Sonika Mody
Producer: Jeet Surendranath / Rohini Mody
Rajnigandha Team: Rajeev Jain, Sushaant, Javed Khan, Amiya Agnihotri and Arshad Husain
Cinematography: Sejal Shah
Music Director: Sameeruddin
VFX: Gravity Labs: Chile
Voice Over: Sharad Kelkar
Associate Producer: Sunny Fernandes
