Rajnigandha Introduces New Diwali Campaign, Celebrating the Joy of Rediscovering Traditions

National, 30 October 2026: Rajnigandha, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has launched its new Diwali campaign, celebrating the joy of traditional festivities through the brand philosophy, “Kuch Kar Aisa, Duniya Banna Chahe Tere Jaisa.” The campaign brings the idea of life through a culturally resonant festive story. Conceptualised by McCann Advertising and directed by Prashant Madan, the film is rolled out across television, digital platforms, including YouTube, Instagram and Facebook, and OTT platforms.

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The campaign celebrates an individual whose actions inspire others. It captures how reconnecting with traditions and bringing back the simple joys of collective celebrations can inspire others to rediscover the spirit of Diwali which was gradually waning.

The film follows a protagonist who returns to his hometown to find that the excitement and warmth traditionally associated with Diwali have faded from his neighbourhood. Rooted in his values and fond memories of celebrating together, he takes the initiative to revive the festive spirit by bringing back the rituals, preparations and celebrations that once made the festival special. His enthusiasm catches the attention of those around him, gradually inspiring everyone to join in and begin their Diwali preparations with renewed excitement. What begins as one individual’s effort grows into a vibrant community celebration, brought alive through lights, music and a spectacular drone display, capturing the joy of coming together and rediscovering the true spirit of Diwali.

Commenting on the campaign, Sushaant, Senior General Manager, Marketing, Mouth Freshener, DS Group, said, “The new Diwali campaign reflects the essence of the Rajnigandha man, grounded in his values, confident in his individuality and someone who carves his own path while setting the benchmark for others to follow. Through ‘Kuch Kar Aisa, Duniya Banna Chahe Tere Jaisa’, we celebrate how a person’s thoughtful initiative can inspire others, bringing people together and creating experiences that leave a lasting impression. This Diwali, the Rajnigandha TVC reminds us that sometimes, rediscovering the joy of our traditions is all it takes to inspire others to do the same.”

About DS Group

The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a Multi-Business Corporation with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses, and other investments. Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands, the Group proudly shelters today.

As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC.

For more information, please visit www.dsgroup.com.