Rajnigandha Finally Shines with ‘Achahai Ki Chamak’

‘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).RajniGandha Silver Pearls

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.

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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

Top 5 Indian Ads in 2015

Advertisements on digital medium have been shaping the mood and environment of the people across the globe. It seems virtual world has been defining the directions for the real world to follow. Find out which were the most impactful advertisements of 2015. As you watch them here, express your views by clicking on the smileys #FrameByFrame.

1. Mauka Mauka
Mauka Mauka campaign showing Pakistan and Indian fans in a face-off has been a hit among the viewers. The TVC makes fun of Pakistan losing out World Cup every time, by showing them packing and repacking their crackers every time. It was liked so much that an ad was prepared ahead of the semi-final match of India & Australia, but as India lost it was never aired.

2. Fevikwik Todo Nahi Jodo
Released during the ICC World Cup 2015, the ad has been one of the best TVCs that has reflected the brotherhood connection of India and Pakistan in a light-hearted manner. Showcasing the Beating Retreat ceremony at Wagah Border, the ad shows an Indian soldier helping the Pakistani soldier stick his shoe sole and save him from facing embarrassment.

3. Ambuja Cement The Great Khali Ad
Former WWE World Heavyweight Champion, the Great Khali couldn’t have used better than this as a brand ambassador. Ambuja Cement made the most of it and people on social loved the LOL moments the advertisement showed Khali taken over by his physical power.

4. Anouk Bold Is Beautiful
The Myntra advertisement, featuring one of its brand Anouk, was being talked about everywhere for featuring a lesbian couple. The couple is shown to be taking the “bold” step to “not hide it anymore”. It has surely been one of the top advertisements for bringing out some of the realities of the urban world, other than the Red Label TVC that shows a live-in couple.

5. Dove: Choose Beautiful
Did you? If you were given an option, which one would you’ve chosen for yourself? Well, the Dove TVC shows how the door a woman chooses is connected to their self-confidence. The campaign was to encourage women to choose beautiful and feel more confident, while others who passed through the average door reported that they didn’t really feel good about it.

You think we missed out on an important TVC from 2015? Write to us and we shall include them on our online ad review platform.