MAM
Anushka Sharma features in Rajnigandha Pearls’ latest TVC
Mumbai: Rajnigandha Pearls, a DS Group brand has launched its new TV ad campaign featuring its brand ambassador and Bollywood star Anushka Sharma. The film has been directed by Prashant Madan and produced by Show and Tell Productions Pvt Ltd.
The campaign, conceptualised and created by Law & Kenneth Saatchi & Saatchi, showcases how a small act, even done anonymously, can bring a smile on somebody’s face, taking forward the thought ‘achchai ki ek alag chamak hoti ha.’ The distinct execution shows the impact of small acts of goodness in day-to-day lives and portrays the actor in a real-life scenario performing a selfless act that makes someone less privileged comfortable.
“The brand story of Rajnigandha Pearls is built on the premise of ‘Goodness that shines’ or ‘achahai ki ek alag chamak hoti hai,’ which articulates the goodness of great-tasting product coated with shining silver,” stated DS Confectionery Products Pvt Ltd general manager of marketing Arvind Kumar. “The new campaign weaves a story on the brand’s philosophy reinforcing the message and depicting selfless goodness that shines through the smallest of acts of kindness to spread joy around.”
The film ends with Anushka recalling her grandmother’s definition of real goodness – ‘achchai ek haath se karo to doosre haath ko pata bhi na chale.’ The campaign invokes people not to wait for great opportunities to do good, but to actually seize the moment for small acts of kindness that brings joy and happiness to someone’s life.
This new integrated 360-degree campaign is being launched on various media vehicles, using different touchpoints in the consumer ecosystem.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
