to garner greater brand recall with target customers
As the ‘goodness partner’, integrates the brand with two fashion walks and heart-warming consumer engagement activities during the event
New Delhi, June 11, 2015: 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, Rajnigandha Silver 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 wonexcitingRajnigandha Silver Pearls gift hampers.
The showcase was a thumping success. The mall visitorswere 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 greaterconsumer mindshare.