Eggfirst takes you on a spiritual journey with Hari Darshan
Eggfirst Advertising has launched a new campaign for Hari Darshan, the third largest manufacturer of dhoop, agarbatti and puja samagree in India. Over a hundred year old company, Hari Darshan is straddling the advertising path for the first time with the ‘Ghar ko mandir bana de’ campaign.
Despite being in a category that is dominated by a large unorganised sector and a couple of branded players, Hari Darshan had established a good presence and a decent market share, especially in the Northern parts of India. It was then only a natural evolution that the brand decided to expand and reach out to unexplored territories of the country.
With this background and a task cut-out, Eggfirst came on board to script the next marketing move for the brand. And after a couple of months of intense research and brainstorming, ‘Ghar ko mandir bana de’ was scripted as the brand essence. According to Ashish Banka, VP – Eggfirst said, “Initial research indicated that the product category was used by a diverse audience - from deeply rural to ultra urban, from young adults to old people, and it cut across genders. That’s why precisely why the communication needed to be simple, direct and uncomplicated.”
Banka added, “The campaign is 360 degree. It includes print, activation and everything connected with
that. Most important it also has a very strong Digital Marketing campaign, also associated for brand visibility and connect including social media and a new website and more.
The campaign is unlike anything that the product category has seen before, with the television commercial taking the viewer on a spiritual journey. High end graphics and special effects bring the brand essence to life.
As per Goldy Nagdev, MD - Hari Darshan, “I am extremely happy with the way the brand is developing. With serious product quality and deep acceptance of our brand all these years, it was necessary to do justice to its true potential - and that’s what Eggfirst has helped us achieve. Having seen the industry up close for so many years, I can confidently say that ‘ghar ko mandir bana de’ is a truly path breaking campaign and will definitely take our brand Hari Darshan to a new high.”
Mixing spirituality and creativity was always going to be a challenge, however, team Eggfirst seem to be enjoying the journey. “We were initially considering taking on a celebrity as a brand ambassador, but then decided against it to emphasise on the brand essence rather than on a personality. There’s can’t be a bigger brand ambassador than God! And the message ‘ghar ko mandir bana de’ we believe is a very strong platform and lends itself to a lot of branding action, added Nagdev.
CEO: Ravikant Banka
Creative Director: Maanoj Choudhari
Vice President: Ashish Banka
Planning Director: Kaanchan Shah
Copy Head: Sagar Patel
MINUTES TO READ