Rajnigandha, a brand of Dharampal Satyapal Group (DS Group), has launched its new Diwali campaign, built on the philosophy ‘Kuch Kar Aisa, Duniya Banna Chahe Tere Jaisa’. Conceptualised by McCann Advertising and directed by Prashant Madan, the film celebrates the joy of traditional festivities and the idea that one person’s actions can inspire others. It is running across television, digital platforms including YouTube, Instagram and Facebook, and OTT.
The story follows a man who returns to his hometown and finds that the excitement and warmth of Diwali have faded from his neighbourhood. Drawing on his values and fond memories of celebrating together, he decides to bring back the rituals, preparations and celebrations that once made the festival special.
His enthusiasm slowly catches on. Neighbours begin to join in and start their own preparations with renewed energy. What starts as one individual’s effort grows into a vibrant community celebration, brought alive through lights, music and a spectacular drone display.
Sushaant, Senior General Manager, Marketing, Mouth Freshener, DS Group, says the campaign reflects the essence of the Rajnigandha man, who is grounded in his values, confident in his individuality and sets the benchmark for others. He adds that sometimes rediscovering the joy of our traditions is all it takes to inspire others to do the same.
