April 22, 2019
Venus Crème Bar, a quality product from the diversified RSPL Ltd. group has launched its latest socially-conscious, brand campaign – #MeraDeshMeriZimmedari – to drive awareness among citizens about their responsibility towards the nation and the value of a single vote. The socially-conscious message is the result of an extensive, month long, ground-level study and interaction of the company with various stakeholders. The study concluded that while a section of the population is aware and considers voting their fundamental right, a large section is still not entirely aware about exercising their franchise and does not consider a single vote impactful enough. The television commercial would be aired beginning 19 April, 2019 on all leading satellite TV channels [news and GEC] and is available since 9th April on company’s digital platforms like YouTube, Facebook, Twitter among others.
TVC – Concept and Execution
The 1:45 min duration television commercial in Hindi opens in the living room of a family comprising husband, wife and a kid. The husband while watching a political debate on a news channel complains about irresponsible politicians and their inability to manage the country. To this the wife retorts questioning the responsibility of the husband who’s sitting comfortably on the couch while the entire nation is out voting. The husband is quick to dismiss his wife’s views saying his single vote won’t make any difference at all. In the follow up shot, the wife while decking up before the mirror shifts to a different topic and enquires with the husband if he has paid their son’s school fees. The husband replies in the affirmative and asks his wife to check the receipt lying in his laptop bag. She again enquires if he has ordered dad’s medicines; to which he says they would arrive by tomorrow morning. In the next frame, the wife turns around and asks the husband as to why did he have to do all these tasks. The camera shifts to the kid for a bit, who seems visibly amused with the discussion, before finally focusing on the husband who turns back and replies that it’s his home, family and hence his responsibility. In the subsequent frame, the wife asks a compelling question that isn’t the nation his home and responsibility as well. She summarizes the entire discussion by stating that every vote counts with the camera focusing on the husband who has a smile on his face and is convinced about the power of his vote. The wife then walks up to the husband with a soothing track playing in the background and asks him to discharge his responsibility as a citizen by voting. In the concluding shots, the entire family is shown together with the voice over saying – “Vote karna sirf hamara adhikar hi nahin, zimmedari bhi hai. Zimmedari nibhao, kyonki har vote se farq padta hai." (Translation -Voting is not just our right but responsibility as well. Discharge your responsibility since every vote counts)
Commenting on the new brand campaign, Mr. Gyanchandani, Joint Managing Director, RSPL Ltd., said, "Our latest brand campaign underlines the commitment of RSPL Ltd. and Venus Crème bar to be a responsible corporate citizen. The 17th Lok Sabha Elections 2019 is on and the onus is on every citizen to vote and make an impact. With the core message of #MeraDeshMeriZimmedari, our TVC aims to drive awareness among citizens about their responsibility towards the nation, the power of a single vote and encourages them to exercise their franchise."
TVC Duration: 1.45 min
Client: Venus Creme Bar
Brand Team: Mohit Raj Singh (G.M); Devesh Mishra (A.B.M)
Agency: Flamingo Digital Pvt. Ltd.
Production House: Flamingo Digital Pvt. Ltd.
Producer: Dev Batra
Director: Asad Ahmad
Writer: Nishant Singh
Production Manager: Harshit, Akash Malik
Cinematographer: Sakthi Doss
Production Designer: Vishal Pandey
Editor: Samiksha Kaur
Music Director: Rohan Pumbtekar
Costume: Chetan & Uttam
Social Media Links
RSPL Group is more than 6500 crore diversified conglomerate, which is committed to several innovations over last 3 decades. The sagacity to weave its business around consumer needs has conferred RSPL Group with a distinct value and identity. Cutting edge technology, operational discipline and a widespread distribution network, have together attributed to enhance RSPL Group and enabled the organization to deliver value to consumers.
Keeping in line with its expansion programme, the company has established detergent manufacturing units in various locations across India to enable the company to fulfill the demand of its products across the country more effectively. Keeping in view the expanding market of personal & home care products in India, the company has set up a unit in Haridwar for the manufacturing of products like Shampoo, Hair oil, Toothpaste, Moisturizer, Shaving Cream, Liquid Hand Wash, Floor Cleaner, Liquid Detergent and Toilet Cleaner.
About Venus Crème Bar
Venus is the story of nourishment. A story of perfect skin care where the best of ingredients come together to give your skin the best of indulgence. It also shields your skin from day-to-day pollution that's not in your control and gives your skin the happily ever after it deserves. The brand was launched in 2008 as a bathing solution and very soon got wide acceptance of our consumers. As per our core value we continuously put our efforts to make our product better so it was reinvented in 2014 with a new brand philosophy of 'satisfying a prominent need gap of skin moisturization in daily life of our consumers'. As the time passed we acknowledged the changing need of consumers through thorough researches and consumer interactions and in 2017 Venus premium moisturizing soap became: Venus Crème Bar.
For Hindi press release, please click here.