Rajnigandha Silver Pearls, the popular mouth freshener brand from the multi-diversified conglomerate, Dharampal Satyapal Group (DS Group), was the ‘goodness partner’ at the popular Femina showcase event in Gurgaon this year. Held in the bustling and high-end Ambience Mall in the Millennium City on June 7, 2015, the Femina showcase is one of the biggest and most important properties of Femina magazine aimed at creating a one on one interaction with its target audience. During the event, RajnigandhaSilver Pearls integrated its brand with two fashion walks and two lively activities to enlist consumer engagement.
Speaking about the association, Mr. Rajeev Jain, AVP-Marketing said, “We associated with the Femina showcase this year as a ‘goodness partner’ and through the association with the event over the years, we have managed to build a stronger and more one on one connect with the mall visitors as well as the wide readership and social media fans of Femina, one of the leading publications in the nation. The target readership of Femina synchronizes perfectly with our target market, making the activity a hugely successful partnership for both brands.”
The Femina showcase is a one-of-a-kind event that exhibits the best brands along with entertaining acts, live performances and workshops to keep the mall audience involved and entertained. The Rajnigandha Silver Pearls fashion walk was in consonance with the brand theme. Models flaunted their black dresses while the showstopper, Ms. Aditi Arya, Femina Miss India World 2015 was dressed in a breath-taking black and golden gown. During the walk, models carried the sleek and smart Silver Pearls’ dispensers and showcased the same to the audience. At the end of the walk, they flipped open the dispenser to pop a few pearls in exactly the way brand ambassador Priyanka Chopra does in the TVC.
The fashion walk was accentuated with the Rajnigandha Silver Pearls theme track in the backdrop and the brand logo visibly displayed on large LEDs around the stage.It was followed by vibrant Q&A sessions with the audience where they were asked quirky questions inspired by the brand’s core proposition such as ‘Who is the Silver Pearl of your life?’ and ‘Whom do you associate with the tagline, “Aachaiki ek alag chamak hoti hai”?’amongst others. The audience answered these questions with humour and wit and won exciting Rajnigandha Silver Pearls gift hampers.
The showcase was a thumping success. The mall visitors were enthralled, entertained and enlivened with all the free goodies and engaging shows. As for Rajnigandha Silver Pearls and Femina, the event effectively fulfilled their objective of achieving greater consumer mindshare.
About Dharampal Satyapal Group (DS Group):
Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate, with a turnover of more than Rs 6500 crores last year. The Group has strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure. The Group has strengthened its presence in F&B category by entering in Dairy and Confectionary segment. DS Group is committed towards premium quality products & credited with several innovations over last eight decades.
Catch Spices, Catch Spring water, Catch flavoured water, Chingles-the mini chewing gums, Pass Pass Pulse, Piyoz, Ksheer, Dairymax, Tulsi, Pass Pass, Rajnigandha, Tansen, Tulsi Saada, Rajnigandha Pearls, The Manu Maharani, Namah and Unitex are some of the leading brands the Group proudly shelters today. Rajnigandha Clove and Tansen Blues are the latest addition to the pan masala category. The Group has recently ventured into hard boiled candy with Pass Pass Pulse.