DDB Mudra North's New Campaign for Pan Bahar Stars Bollywood Hero Saif Ali Khan

Following the launch of its new product Pan Bahar Crystal, Pan Masala decided to reposition its flagship brand with a multi-media campaign and new brand positioning ‘Pehchan Kaamyabi Ki’ (Identity of Success) starring Bollywood star Saif Ali Khan as the brand ambassador.

Spread across print, television and digital, the brand has come up with a strategy to promote the campaign and to introduce Indian mouth freshener Pan Bahar Crystal to its consumers. The recently launched ad features Bollywood superstar Saif Ali Khan is being hugely publicised on the brand’s social pages.

Pan Bahar also ran an online contest in connection to the ad film which one could participate in by watching the film, visiting the brand’s website and correctly answering the three questions.

Vandana Das, president, DDB Mudra North, said, "The objective of the campaign was to establish Pan Bahar as a brand with a unique and aspirational identity that consumers could easily symbolise with success."

"The brand category to which Pan Bahar belongs to is largely driven by loyalty and hence great emphasis has been laid on using success and achievement- aspirational tone of communication," he said.
 
Sambit Mohanty, creative head, DDB Mudra North said: “In challenging times, a person needs anchors that help him take a unique identity and make a personality statement. But for some people, their achievements are their identity - they don’t need to shout out loud that they’ve ‘arrived’. Their achievements do it for them. This is the thought that we used while crafting this campaign.”

Mr. Akhil Jain, CEO, Pan Bahaar said: “Pan Bahar as a brand has continually set benchmarks in the industry by delivering excellence through innovation of process and uniformity of taste, in our product offerings. The campaign has given a great emphasis on having arrived in life, success and achievement- aspirational tonality. It’s all about making a life-style statement.”