Rajnigandha’s new TVC celebrates the art behind the taste

NEW DELHI: Rajnigandha is putting the spotlight where it believes the magic truly begins. Ingredients. The iconic mouth freshener brand from the Dharampal Satyapal Group has unveiled a new ingredient-led television commercial that leans into craftsmanship, patience and the quiet precision behind its unmistakable taste.

The film, titled Yun Hi Nahin Main Rajnigandha Ban Jaata Hun, is less an advert and more a visual meditation on making things well. Directed by celebrated French filmmaker Bruno Aveillan, the TVC unfolds like a short cinematic journey, rich in texture, mood and detail. It traces the careful selection, evaluation and blending of ingredients that go into every pack of Rajnigandha, reminding viewers that consistency is crafted, not conjured.

At the heart of the narrative lies the fine art of blending. Master blenders take centre stage, their trained senses and exacting standards portrayed as the unseen hands that shape the brand’s signature richness. Conceptualised by McCann Advertising, the film adds a multisensory polish that sharpens Rajnigandha’s premium positioning.

Commenting on the campaign, DS Group senior general manager, marketing, mouth freshener Sushaant, said the new TVC underlines the brand’s belief that great taste is never a happy accident. Instead, it is built over years of experience, discipline and an uncompromising approach to quality.

The campaign will be rolled out across television and digital platforms, including YouTube, Instagram, Facebook and OTT services, inviting audiences to slow down and savour the craft behind a familiar name.