‘Achahai ki ek alag chamak hoti hai’
We wonder if the ‘Chamak’ is able to drive a mouth-freshener brand! ‘Goodness that Shines’ has been the underlying concept of Rajnigandha Silver Pearls’ marketing strategy. The campaign kicked off early in August with a TVC featuring Priyanka Chopra.
To put it subtly, the TVC was a total bummer, absolute waste of resources because it failed to establish a strong connection between the product and the visuals. We couldn’t help analysing the advertisement #FrameByFrame. Here are the statistics: Most of the viewers watching Priyanka Chopra in the TVC and the tagline appeared to be a jewellery ad rather than premium mouth-freshener. Only if the brand didn’t mean that their mouth-freshner will make the teeth “shine”, as the tagline suggests ‘Goodness that shines’ (pun intended).
As part of their fire-fighting strategy, a month later they launched Pearls of India digital campaign to explain the ‘AchahaiKiChamak’ TVC. Well! Rajnigandha you deserve all the love and sympathy. The audience could pick on the brand message only with the videos and a few social trends, which were a part of their digital campaign.
Until now the Pearls of India series has ‘The Story of Pintoo Uncle’ and ‘The Story of Chacha Chachi, Spiti.’ Finally, the TVCs could define what does the brand means by ‘Achchai Ki Chamak.’ With real stories, real people being featured in these digital advertisements, the campaign has got its due on social media. As a Digital media savvy, we knew #PearslOfIndia was a promoted hash tag but it fetched decent number of views on the videos.
A #FrameByFrame analysis of the video helped us understand why this campaign got successful and the other one failed despite having top Bollywood actress as ambassador. The new campaign launched as ‘Pearls of India’ clearly defined the “Goodness that shines.” Hence, the audience could consume the content well, unlike the earlier one, wherein Priyanka Chopra indulges in a self-depreciating monologue and ends it with ‘Achchai Ki Alag Chamak Hoti Hai’. The TVC leaves you thinking what is the “achchai” in the elaichi and how does it make you shine, if it’s. But thanks to the additional videos, the message now stands crystal clear just like the Chamkili Achahai 😛
Watch out both the advertisements on Mad on Ads and share your expressions on each frame by clicking on the smileys. Say Yay to #FrameByFrame