MAM
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.
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.
