GCL Launches Exotic Elaichi an ultimate treat to your senses!

"Nothing revives the past as completely as a smell that was once associated with it." A certain perfume or unique odor may remind us of a dear friend, a childhood home, or another pleasant place and time. Smells can also bring back dark memories. A familiar smell holds the power to connect us to particular time and place in our past. It is well said that smells possess the power to please us or make us nauseous.

Keeping this in view GCL, one of the well entrenched groups in tobacco for last seven decades and with a host of tobacco based value added products today unveiled an all-new product the premium 'Gopal Exotic Elaichi', clearly a differentiator in the category.

Gopal Exotic Elaichi is a premium silver coated elaichi is making a big bang entry in the category with a new campaign, on a key brand's positioning of 'Khushboo' (smell). The product is a fine blend of silver, menthol & Handpicked Cardamom Seeds. Moreover It is being offered in two flavours, Saffron & Khuss. Khuss is a new flavor in this category and no other brand has khuss flavor with them.

Interestingly shot at the Bhauji Lad Museum in Mumbai, a visible chemistry between a man and a female tourist work (played by Irfan and Rachel white) is executed like a feature rather than a regular ad film and the story describes the khushboo of the 'Gopal Exotic Elaichi', is such that it makes you come closer to the strangers also. The campaign comprises one 40-second TVC and two edits of 30 seconds and 10 seconds each.

Talking about the communication strategy, Apoorv Gupta, Director - marketing & Sales, GCL says, "We knew that we had a winning product in hand. The next challenge was to discover a consumer insight that allows the product the right context of quality and innate benefit of the product, which is essential in the category. The communication rightly overcomes this challenge. "Khushboo" is a benefit that was waiting to be owned, and has a seamless fit with the product and the category; hence, the positioning. The product will be available in U.P, M.P, Rajasthan, W.B, Bihar, Jharkhand, Odissa, Delhi, Maharashtra, Goa, Seven Sisters (North Eastern States) and Haryana in 1 Re. Sachet & Tin Pack worth Rs. 120 at local community market.

The TVC, developed by From Here On, brings to life through Irfan's unique style of searching the source of Khushboo. The TVC titled 'Khushboo Jo Kareeb Laye' encapsulates vignettes from day-to-day life created into a lovely story of two strangers coming close.

Source : Equity Bulls

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