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Tag: Maa kehti hai

  • Rajnigandha Pearls celebrates the spirit of motherhood

    Rajnigandha Pearls celebrates the spirit of motherhood

    MUMBAI: This mothers’ day Rajnigandha Pearls has launched a digital campaign to pay homage to the tending and affectionate mother in all women. 

    The campaign epitomises the inherent love women have for all children whether their own or not. The campaign has a short film that reflects an idea that every woman has an innate sense of being a mother, full of selfless love, which is all giving and she deserves respect, love and recognition for the same. 

    This video carries the legacy of its immensely successful #MaaKehtiHai campaign, to revere those women who may not have children of their own, but they are equally affectionate and caring.  The campaign highlights the brand’s theme, “achchai”, which comes in the purest form of the bond that a mother shares with a child.

    The film opens in an apartment in a high-end society, where Neha is shown playing hide and seek with a 5-year-old boy Rohnit, like any mother would. As the film progresses, one realises that the child is the neighbo ur’s son with whom she shares a very special bond and he too reciprocates the affection. However, at the end of the day the child needs to go back home to his mother and that, leaves Neha very unsettled and anxious about her childless life. The video goes on to showcase few such incidences that leave Neha disenchanted.

    Further, while returning from school, Rohnit wants to go straight to Neha’s house. However, his mom is adamant that he should first go home and change. Neha watches this and feels forlorn and dejected, seeing which her husband suggests that they adopt a child. Meanwhile, the doorbell rings and Rohnit excitedly runs into the house with a ‘Happy Mother’s Day’ card. Though elated, Neha is a little apprehensive too and says, “Yeh kya hai? Tumhaari mummy kya kahengi.” Rohnit’s mom then walks in with a cake and says, “Happy Mother’s Day… yehi toh kahengi.” The video ends with the line, ‘Ek maa hi jaanti hai maa ke dil ki baat’.

    DSL associate VP of marketing Rajeev Jain says, “The philosophy of our brand is ‘Achchai’, the inner goodness. With this film, we want to celebrate the pureness of motherly love, an intrinsic trait in women, who are capable of boundless affection and care. This pure form of love, goodness or achchai is above the fact of whether, the child is her own or not. It is our own way to show our admiration for motherhood and it’s all encompassing love.”

    Rajnigandha Pearls has been running #MaaKehtiHai campaign for the last three years. The last campaign received tremendous response with over 5.8 million views on brand platforms across YouTube, Facebook and Twitter. Besides, the content also organically propagated in other channels giving an additional view of more than two million.

    The campaign will be released across social media platforms of Rajnigandha Pearls along with an audience engagement exercise.

  • Rajnigandha video brings out importance of mothers

    MUMBAI: Rajnigandha Silver Pearls has launched a new video titled “Acha hai #Maa Kehti Hai” paying tributes to all the loving and caring mothers on the occasion of International Mother’s Day.

    Carrying forward the success of the #Maa Kehti Hai campaign of past, the new video with an emotional storyline will be released on Facebook followed by an audience engagement exercise across social media channels, where users will be invited to share their mother’s story and tell us about their greatest hero; ‘Your story begins with your mother’s story and that story is the greatest of them all!’ 

    The campaign highlights the inherent goodness that resides in every mother and connects with the brand proposition “Achchai Ki Ek Alag Chamak Hoti Hai”.

    This film is based on the insight that mothers are taken for granted and their advice & instructions are not always appreciated by the kids. This video shows how difficult it is to manage a day without your mother.  The video opens to a couple of shots where children are cribbing about their mother. The next day morning, kids find a note from their mother informing that she won’t be home the entire day and then everyone from the father, who is trying to make breakfast for the kids to the children who are trying to get ready for the School start struggling & missing her; after initial delight of being able to do “their thing”.

    The next shot showcases that the kids are back from school and are delighted that their mother is not around to stop them from watching TV. However, they soon get bored and switch it off. No one says a word but their facial expressions clearly portray, how much they miss their mother. The mother returns home in the evening and finds the house in a mess. 

    The younger daughter runs to the mom and hugs her tightly and says, “Aap kahan chale gaye thay?” The elder one also adds, “acha hai aap chali gayi thi, aaj humein pata chala ki Mom banna kitna mushkil hai.” The mom also gets teary eyed and kisses her children. The film ends with a warm family moment as they all cuddle up and the tagline -Kitna accha hai ki maa humare liye har pal maujood hai. Iss mother’s day, shukriya adaa kare uss mom ka. AcchaHai #MaaKehtiHai.

    DS Group associate VP – marketing Rajeev Jain said, “The essence of Rajnigandha Pearls, is ‘Achchai’, the inner goodness, which is an integral part of the brand’s communication.”

    “The video emphasizes not only on a mother’s importance and existence in our lives but also highlights her sacrificing and giving nature. The campaign is in sync with the brand’s proposition of Achchai ki ek alag chamak hoti hai,” he added.