#MeToo: Ishrath Nawaz of Publicis India sacked

Executive Creative Director, Ishrath Nawaz joined Publicis in April this year from McCann Worldwide

exchange4media Staff 20-October-2018

Ishrath Nawaz

Publicis India has sacked Ishrath Nawaz, Executive Creative Director, who has been called out for sexual misconduct under the ongoing #MeToo movement. The agency confirmed the same in a statement issued on Twitter, “The investigation in relation to Mr Ishrath Nawaz has been concluded. Mr Nawaz’s conduct has been found to be violative of Publicis India’s policy. Consequently, Mr Ishrath Nawaz’s services have been terminated," read the statement.

 

Nawaz was accused of harassment by Sneha Dhakan, an advertising professional. The harassment, she says, allegedly took place from August 2016 to January 2017 in Mumbai at the firm they used to work at together. Nawaz was the creative director and manager whom she directly worked under. "He's a habitual predator and still keeps climbing up the ladder in spite of everyone knowing everything," she wrote on Twitter. Many other women came out and accused Nawaz of sexual harassment. 

Publicis India promptly acted when Nawaz was called out on Twitter for harassing women. The agency immediately initiated an internal investigation in the case. The agency informed that it has an ICC set up in the Publicis Groupe in line with The Sexual Harassment of Women at Workplace (Prevention, Prohibition and Redressal) Act 2013 — PoSH Act 2013. The committee at Publicis Groupe was formed in 2014.

Nawaz joined Publicis in April this year. He joined the agency from McCann Worldwide and had previously worked with agencies such as Soho Square, Saatchi & Saatchi, FCB Ulka and Rediffusion Y&R.

Publicis’ decision to sack Nawaz comes a day after Dentsu Aegis Network sacked four of its employees after concluding a week-long internal investigation on allegations of sexual misconduct by multiple women.
 

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FunFoods unveils digital campaign #NothingLikeHomemade

Conceptualised and developed by Dr. Oetker and Publicis India, campaign aims at changing perception about home-made food

exchange4media Staff 17 hours ago

oetker

FunFoods by Dr. Oetker has launched a digital campaign #NothingLikeHomemade based on an everyday insight that children prefer ‘Bahar Ka Khana’ over ‘Ghar Ka Khana’. 

The video went live on FunFoods’ social media pages recently and has reached over 10 million people and been shared over 6,000 times. 

Conceptualised and developed by Dr. Oetker and Publicis India, the video is available for viewing on the brand’s Facebook page. 

On the encouraging response to the video, Devarshy R Ganguly, VP - Marketing, Dr. Oetker India said, “In the last ten years of being a helping hand to Indian women in the kitchen we have come across multiple challenges they face. One challenge that stood out through this time is that they struggle to make their children relish food prepared at home. As the leading brand in the category, we realized that mayonnaise plays a meaningful role as a versatile ingredient in households to help prepare tasty food with ease.” 

Amit Shankar, National Creative Director, Publicis Capital said: “Kids love eating food from outside. It’s a common problem that mothers face in India and across the world. In fact, it becomes deeply upsetting for mothers as they prepare food with such love and affection. They often experiment with new recipes but convincing their children is nearly impossible. So, to tackle this problem, we came up with a simple idea in partnership with FunFoods by Dr. Oetker and called it #NothingLikeHomemade. 

The idea was aimed at changing the perception about home-made food. It was done in a manner where in the end, children were positively surprised to see their mothers as chefs. This made our product the perfect choice for mothers and influenced kids to eat “Ghar Ka Khana”.

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Pond’s ‘Jhappi Van’ campaign based on social experiment that asks youth to hug loved ones

‘New set of digital films talk about different relationship dynamics’

exchange4media Staff 17 hours ago

ponds

Pond’s Cold Cream  has launced a new campign ‘Jhappi Van’. The social experiment conducted by Pond’s aims to nudge young people to go over and hug those they love. 

In Indian parlance, ‘jhappi’ means much more than a simple hug.  It’s the embrace and protection that only a loved one can provide. 

On the occasion of International Hugs Day celebrated every year on the January 21st, this campaign aims to remind us that nothing really compares to the warmth and love in a real hug.  Just the way Ponds Cold Cream provides skin with a nourishing and shielding hug against the harsh winter. 

Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai said, “'Pond's ki jhappi' embodies the warmth, love and care that Pond's Cold Cream gives to your skin. We decided what better way to build brand love, than by spreading the joy of a real hug. 

So, we came up with the Pond's Jhappi van. This 'hugs' van gave you the opportunity of returning the love and care you got from those who showered you with theirs. Bringing alive all the attributes and emotions that Pond's Cold Cream stands for.” 

Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd. said: With the launch of #PondsKiJhappi in 2017, we were looking at ways to taking it forward and building on the same thought. Interesting consumer insights helped us understand that it’s relationships even beyond the mother-daughter bond (which is what we’ve shown in our TVC) that hold value when it comes to ‘care’ - which is what led to the idea of the ‘Pond’s Jhappi Van’. Our new set of digital films talk about different relationship dynamics and how a ‘jhappi’ is a great way to show that you love and care. 

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P&G’s Gillette unveils new campaign We Believe, sparks debate about gender

New Gillette men portrayed as a community that is concerned about who they are than what they can acquire

exchange4media Staff 19 hours ago

Gillette

Procter & Gamble, the maker of Gillette, has come up with a new campaign "We Believe", challenging the image of masculinity as it was once promoted. 

The ad has sparked a debate about gender and cultural branding, and the power exercised by multinational corporations in shaping ideas about family and relationships. 

“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo

- Gillette (@Gillette) January 14, 2019

"Bullying. The #MeToo movement. Toxic masculinity." The headlines resound as men - black and white, young and old - peer at themselves in the mirror. "Is this the best a man can get?" asks the narrator of the ad. The scenes that follow show the answer will be no and talks about "The Best Men Can Be". 

The new Gillette men have been portrayed as a community that is concerned more about who they are than about what they can acquire. 

However, in some adverse reaction, Piers Morgan, the TV presenter, criticised the ad saying, "This absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.

I've used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.
Let boys be damn boys.
Let men be damn men. https://t.co/Hm66OD5lA4

The nearly two-minute spot has been created by New York-based agency Grey and directed by Kim Gehrig of Britain’s Somesuch. 

On Twitter, the video drew about 70,000 likes and 19,000 comments by early Tuesday. 

As per media reports, the video was accompanied by a pledge to donate $1 million per year to a non-profit organisation working in the US. 

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BIG FM’s #IAmNotSorry campaign aims to celebrate people who think differently

Celebrities like Ayushmann Khurrana, Nargis Fakri also share their #IAmNotSorry stories

exchange4media Staff 19 hours ago

Big FM

BIG FM has launched #IAmNotSorry campaign with the aim to encourage people who think differently. The campaign wants to help these people get acceptance by the society at large. 

With the onset of the New Year, BIG FM has embarked on a new journey of being an agent of positive change and promoting the idea of tuning into a new perspective among the listeners. The campaign revolves around the concept of breaking barriers and inspiring listeners with stories of individuals who are not afraid of making difficult choices. 

Speaking about the campaign, Manoj Lalwani, Chief Marketing Officer, Big FM said: "BIG FM has time and again reflected upon the important aspects concerning day-to-day lives. The '#IAmNotSorry' campaign is aimed at encouraging listeners to be forthcoming about their brazen choices and promoting an equal acceptance by the society. Radio is the only free to consume medium that is accessed by the masses and we intend to leverage our unparalleled reach to communicate with the audience and bring about a positive change through the campaign." 

The radio network throughout the duration of the campaign will air stories of people who have gone out of their way and stood by their decisions. An open letter format has been adopted where the network plays short yet meaningful messages about brave choices by an individual for a mass audience. The campaign within the few days of its launch has gained momentum on social media with BIG MJs, eminent personalities and Bollywood celebrities supporting the concept. 

The artists are sharing their real life 'I am not sorry' stories on social media platforms and inviting or challenging their friends from the industry to share more such stories. 

RJ Dilipp, RJ Nilanjan, RJ Guddi, RJ Rajiv and RJ Rafat have encouraged listener participation by sharing their unapologetic stories. The #IAMNOTSORRY videos of actor Ayushmann Khurrana for doing films around taboo topics, Nargis Fakri for her life choices, Sonu Sood for cleaning up his surrounding despite challenges have garnered a huge positive response from the on-air and digital audiences. 

Other celebrities who will be sharing their #IAMNOTSORRY includes actor Ali Fasal, singer Shankar Mahadevan, actor Sunny Leone, actor Richa Chadha and lyricist Prasoon Joshi. 
 

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Vivo Pro Kabbadi 6 league pushes forward with innovative brand collaborations

Over the 3 months of Vivo Pro Kabaddi, the matches provided a perfect platform for brands such as VIVO, Thums Up, Gillette, Tata Motors and Honda

exchange4media Staff 1 day ago

VivoProKabbadi

The Vivo Pro Kabaddi league in just a short duration of 6 seasons, has been pushing boundaries in creating brand collaborations and partnerships that resonate invaluable outputs for brands and the sport alike. This season, witnessed innovative integrations in comparison to run of the mill advertising. The scope for integrations during a live game are several and the league wanted to bank upon this opportunity to integrate brand solutions using live television as a medium to amplify brand promise.

Throughout the three months long season of Vivo Pro Kabaddi, the matches provided a perfect platform for brands such as VIVO, Thums Up, Gillette, Tata Motors and Honda, giving an opportunity to not only advertise but also integrate brand messaging into LIVE content to drive stronger impact. The fan favourite jumbotron (a graphic that appears on the screen) evolved this season to further drive the editorial narrative of the game, be it building the key battles to watch out in each match or driving hero performance traits. And, in a technological first, the jumbotron was used innovatively wherein the TVC was seamlessly integrated during the broadcast without taking a commercial break.

Furthermore, Thums Up, became a brand that integrated their brand proposition in gameplay verbiage during a high impact LIVE match moment. All Super Raids during the season were “Toofani Super Raids” – across all broadcast graphics, commentary and on-ground platforms, this gave the brand stronger recall for their messaging through the three months.

Honda wanted to build recall value for their corporate anthem, VIVO Pro Kabaddi League provided them an opportunity to build the anthem across 13 cities on-ground and on live television. The teams worked together to seamlessly to integrate the anthem in hero player stories during the Pre-Game Show. VIVO Pro Kabaddi League offered multiple options to create this recall as touchpoints where eventually a fan could connect with the anthem.

Brand Launches

For the first time, VIVO Pro Kabaddi was used as a platform to launch the new Honda X-Blade bike, this enabled the brand to reach out to their target audience. Apart from these innovations, Tata Motors and Dream 11 contextually built their association with the league by creating customized brand specific commercials leveraging well-known kabaddi players.

Gillette launched the new MACH3 START using VIVO Pro Kabaddi as a platform, with an interesting campaign, during the countdown to start the game, ‘On your mark start’ was replaced with ‘On your Mach Start’ this clearly highlighted brand messaging. Gillette after a long duration launched a new product in the market and bet on Kabaddi to reach a younger audience that the product was targeting.

Other innovation integrations included the Gabbar of Indian Cricket team, popularly known for his Kabaddi 'thigh-five' action and twirling of moustache during Cricket matches, starting a new trend for moustached men on the Kabaddi mat. Shikhar Dhawan shaved off his bearded look to keep his symbolic moustache with a clean-shaven face. His mooch look was an encouragement for VIVO Pro Kabaddi League top players as well and taking his love for the game higher, Shikhar attended a kabaddi match and posed with the players, sporting the moustached look.

Over the past few seasons, VIVO Pro Kabaddi League has provided the perfect platform for amplification of a brand promise both on-air and on-ground because of the nature of the sport. As the league continues to grow and is a platform for younger players to emerge, it is also turning out to be a platform where brands look at innovatively telling their story.

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ZEE5 unveils new #ShareTheLove campaign for Pakistan and Bangladesh markets

In collaboration with Publicis Capital, the campaign is themed around the similarities that we share with Pakistan and Bangladesh in terms of culture, food and entertainment

exchange4media Staff 1 day ago

ShareTheLove

Three months after its soft launch across 190+ countries, digital entertainment platform ZEE5 is now zooming in on specific priority markets. Close on the heels of the launch of its brand campaign Dil Se Desi in APAC, MENA and Africa targeting the Indian and South Asian diaspora, ZEE5 today rolled out a customized campaign, aptly titled ‘Share the Love’ for two important neighboring markets, Pakistan and Bangladesh.

Exuding the same playfulness and pep as #DilSeDesi and crafted by ZEE5 with Publicis Capital, the campaign #ShareTheLove is themed around the similarities that we share with Pakistan and Bangladesh in terms of culture, food and of course entertainment. Bringing in a strong bouquet of content which resonates with audiences in these markets, including Hindi and Bengali original shows like Rangbaaz, Kaali and the upcoming Sharate Aaj, original movies like Aranyadeb and Tigers as well as digital premieres like Namaste England and Praktan; ZEE5 ‘shares the love’.

Amit Goenka, CEO, ZEE International and Z5 Global said, “Indian content, especially our TV shows, movies and music gets tremendous love across the globe, and especially so from the sub-continent due to the relatability. We are glad to announce our availability in Bangladesh and Pakistan vide our new campaign #ShareTheLove and we look forward to getting a tremendous response from these markets’.

“Good content transcends borders and especially so with Pakistan and Bangladesh where there is so much shared context of culture and language. This high energy TVC captures our innate similarities and showcases the content that we all love to watch, which is now available on ZEE5. With this message at its core, #ShareTheLove is sure to resonate beautifully with audiences in these markets.” adds Archana Anand, Chief Business Officer, ZEE5 Global

ZEE5 offers 1,00,000 hours of Indian Movies, TV Shows, Cine plays, Music, Videos and a slew of exclusive Originals, across 12 languages - English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. It also offers 60+ popular Live TV channels.

Bangladesh TVC

Pakistan TVC

 

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Tata Mumbai Marathon campaign revolves around motto of 'Be Better'

Campaign values inspiring stories of people from all walks of life

exchange4media Staff 1 day ago

marathon

The Tata Mumbai Marathon’s campaign revolves around the motto of inspiring people to 'Be Better'.

A better son, a better boss, a better Mumbaikar, and so much more. It is this sense of inspiration that brings back people year after year to this iconic event.

The #BeBetter ethos is not just a catchy line but is a core truth that has emerged from a robust research exercise conducted with Mumbaikars from different strata of society.

The Tata Mumbai Marathon 'Inspire to Be Better' campaign values the inspiring stories of people from all walks of life and recognizes those who inspired them to be better.

Given that Tata Mumbai Marathon is an event that appeals to people from all walks of life, the campaign is an integrated one, and will use print, radio, digital, and on-ground innovations to get people to thank the ones who inspire them. 

The campaign will feature real people and stories of real inspiration. Kick-starting this campaign is a letter from the Event Ambassador, MC Mary Kom to her husband, Onler Karong, thanking him for the inspiration he has been to her. The other two inspiration stories are about Meera Mehta, one of our young fund-raisers and one of the first ones to raise funds at TMM. There is also Krishna Prakash IPS, super cop, avid runner, and the first Indian Civil Servant to complete the gruelling Ultraman World Championships.

As a closure to the print campaign, the event is running a contest and requesting individuals to share their inspirational stories and one story will be featured in The Times of India Front Page Ad.

Vivek B Singh, Joint Managing Director, Procam International said: “We are proud to launch the innovative 'Inspire to be Better' campaign, leading up to the 16th edition of the prestigious Tata Mumbai Marathon. While a record number of runners participate on Race Day to gain glory, there are millions more who are part of the event in various avatars. This campaign will evoke a sense of pride amongst all those who have in their own unique way inspired to be better.”

Chitresh Sinha, CEO, Chlorophyll Innovation Lab, said: “Given the turbulent times we live in today, the world needs positivity more than ever before. Given the inspirational role that Tata Mumbai Marathon plays in people’s lives, we focused on bringing alive this spirit in a totally unique way. We believe that gratitude is a great tool for inspiration itself. Rather than focus on the brand, we have focused on the people of Mumbai and have created a unique platform for them to thank the ones who inspire them.”

In addition to the campaign, the #BeBetter gratitude ground activation will also be conducted simultaneously in various offices, city spots, running community and the event expo.

For our digital platforms, there is a #BeBetter Microsite on the Tata Mumbai Marathon website that will help us showcase stories on the page and it will also have an application that will enable people to send thank you notes digitally, to people who have inspired them to be better.

https://tatamumbaimarathon.procamrunning.in/be-better.

This will be driven by a sustained push on social media to encourage people to talk about their inspiration. The email id that people can send their inspiration stories to is: bebetter@procam.in.

These activities will support the Inspiration Medal, the first-of-its-kind in sporting history, which has been created by the Tata Mumbai Marathon for all the people who have inspired the runners to #BeBetter. The Inspiration Medal is a unique symbol of victory and inspiration together. Every 42K finisher will receive this dual — finisher & inspiration — medal.

'Inspire to Be Better' campaign is a creative outcome of the collaboration between Procam International and Chlorophyll Innovation Lab, the Innovations Partner for the event.

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KFC India's new digital film highlights how value meets variety

Conceptualised by Ogilvy India, the film announcing the launch of the product aptly brings out the 'Ultimate Excitement for the Ultimate Savings Bucket'

exchange4media Staff 1 day ago

KFC

Colonel Sanders has given KFC fans another reason to rejoice in the New Year. KFC India has launched the Ultimate Savings Bucket with 16 pieces of your KFC favourites in one bucket priced at INR 599/- only. The digital film announcing the launch of the product aptly brings out the 'Ultimate Excitement for the Ultimate Savings Bucket'.
 
Conceptualised by Ogilvy India, the film opens with a luxury car and as the door opens, a stylish celebrity, perhaps a rapper, dressed in funky black and metallic gold steps out. Swaying to the music in full swagger, he looks towards the crowd that seems super excited to spot him as they rush towards him. But what we see next is truly shocking. The swarm of people rush right past him, towards something even more exciting and attention worthy – a large billboard that shows the Ultimate Savings Bucket. The next shot shows the awestruck rapper indulging in a piece of KFC’s golden fried chicken.

Talking about the product and its film, Moksh Chopra, Chief Marketing Officer, KFC India said, “We love surprising our consumers with value and variety and what better start to the year than offering a fantastic deal on the iconic KFC chicken Bucket - with the launch of the new Ultimate Savings Bucket. The digital film rightly brings out the excitement around the product; after all it is both the ultimate saver and the best party starter.”
 
Shailender Mahajan, Senior Creative Director, Ogilvy India said, “16 pieces of KFC favourites in just one bucket could spark great excitement amongst chicken lovers. The idea was to bring the product into spotlight and highlight it as an ultimate combination of value, variety and savings together.” 

Credits:
Account Management:
Kapil Arora - President - Ogilvy Group Companies, North
Amarinder Butalia – Managing Partner
Kankana Ghosh – Client Services Director
Joanna Grover - Group Account Manager 
Konika Dastidar - Sr. Account executive
 
Creatives:
Shailender Mahajan - Senior Creative Director 
Krishna Mani - Senior Creative Director
Neha Bhatia – Associate Creative Director
Deepak Malhotra - Creative Controller
Hardik Trivedi - Associate Creative Director      
   
Production:
Director: Ayan Das
Production house : MALDA Unltd
 

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Airtel launches initiatives to offer customers digital experience of Kumbh Mela

Service provider will also boost its mobile network at the venue to serve connectivity needs of millions of visitors at the Mela 

exchange4media Staff 1 day ago

airtel

Airtel has announced initiatives to offer a unique digital Kumbh Mela 2019 experience to its customers.
Airtel smartphone customers will able to stream the Kumbh proceedings – including important Snans and Aartis – on the Airtel TV app. A special channel, dedicated to Kumbh Mela 2019, has been created on the Airtel TV app to bring all the action excitement from the event to the smartphone screen. Airtel has tied up with VR Devotee, India’s leading devotional content provider, to bring this exclusive content to Airtel TV app.   

This tie-up will allow millions of Airtel customers to stay digitally connected with the Kumbh, wherever they may be. This special channel on Airtel TV app, powered by VR Devotee, is already LIVE and will run through till March 4. To access this digital service, customers need to download the Airtel TV app (available for Android and iOS) on their smartphones.  
In addition, Airtel in partnership with VR DEVOTEE will be putting up special kiosks at the venue (in Prayagraj) to offer Virtual Reality based immersive experience to visitors, who will be able to enjoy real life like display of proceedings right from the kiosks. 

VR DEVOTEE is the market leader in bringing mobile app driven religious and spiritual experiences to devotees all over the world.  VR DEVOTEE has partnered with 200+ major temples and spiritual leaders in the country and has live streamed large events like Mysuru Dussehra, Mahamasthakbhisheka, Ganesh Visarjan and many more. The company Kalpnik Technologies, creators of VR DEVOTEE is based out of Bangalore. 

Sameer Batra, CEO – Content & Apps, Bharti Airtel, said, “Kumbh is amongst the biggest and most important events in India and our endeavour is to bring it closer to our customers. Airtel TV app will allow users to enjoy the Kumbh experience on their smartphones anytime and from anywhere in  the fast emerging Digital India. We invite Airtel customers to enjoy this special digital experience on Airtel TV app and also discover a wide range of exclusive and exciting content, including 400 LIVE TV channels and over 10,000 movies and shows.”  

Ashwani Garg, co-founder & CEO Kalpnik Tehnologies, said: “The Kumbh is the largest pilgrimage gathering in the world with approximately 130 million people expected to arrive for the same. We are privileged and delighted  to exclusively collaborate with UP Tourism and Kumbh Mela Authority to make 2019, the first Kumbh where virtual reality experience will be streamed online and at the venue so that millions who are unable to visit Kumbh can experience the largest spiritual and cultural gathering in a very unique way. The VR experience developed by Kalpnik is so immersive that it gives the viewer the feeling of almost being there.” 

Network boost at the venue 
Airtel is also boosting its mobile network at the venue to serve the connectivity needs of millions of visitors at the Kumbh Mela. It will be deploying state-of-the-art Massive MIMO technology at the venue to massively enhance its network capacity. Massive MIMO, a pre-5G technology, expands network capacity by five to seven times over the same spectrum and helps a large number of concurrent users to enjoy a seamless high speed data experience. Airtel had also deployed this technology at all major IPL venues last year. 

In addition, temporary sites and small cell sites will also be deployed at the venue. 
 

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Anushka Sharma is the new face of Rajnigandha Pearls 

Campaign talks about the message of ‘Ready to Shine with Goodness, Yet Again’ 

exchange4media Staff 1 day ago

anushka

Bollywood actress Anushka Shama has been roped in as the new brand ambassador for Rajnigandha Pearls. 

The plot of the new campaign revolves around a fashion show where Anushka is the show-stopper. We see the actress 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 both the models, thus stopping an embarrassment to mar the situation. 

The story is 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 the star-studded fashion show. 

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.”
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 the film for Rajnigandha Pearls, Rishi Upadhyay, Creative Director, L&K Saatchi and Saatchi, said: “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.”

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