RMD Panmasala is one of the most premium brands in the industry, carving a niche for itself as the product of choice for those with a discerning taste. After the phenomenal success of ‘Unche log Unchi pasand’, the brand wanted to infuse a breath of freshness in the positioning with a new approach. At the same time it wanted to amply highlight that RMD was a ‘no tobacco, no nicotine’ product.
As brand custodians, we had the advantage of a deep demographic and psychographic insight of the product positioning. Therefore while other brands were taking the direct product shot and message route, we broke the clutter with a slice of life route. To infuse freshness in the brand, we connected with a vibrant youth of India. At the same time we clearly communicated the ‘no tobacco, no nicotine’ aspect of the product.
Our campaign for the brand took the ‘Unche log Unchi pasand’ to completely new level with a unique conceptual route. A series of ads positioned the brand as ‘the thing’ for youth– vibrant go-getters who want to celebrate life to the fullest and win. The creative leap, rooted in the strategy of freshness, was encapsulated in the message ‘Ek Naya Andaaz’. The pan-India campaign also stirred up the radio waves as we rolled out a multilingual radio campaign across western India and Southern India minus Kerala.