Mumbai: Navratna Oil, Emami India’s one answer to all things sleeplessness, headaches, bodyaches and exhaustion, has a brand new integrated campaign. The film stars Navratna Oil’s brand ambassador Amitabh Bachchan as the inimitable #RaahatRaja, his never-seen-before avatar. Always known for its humorous and tongue-in-cheek advertising, the campaign has been created by Leo Burnett Orchard, and directed by Nitesh Tiwari (of Dangal fame).Big B is seen not just starring in the film, but also displaying his dancing and rapping chops in typical ‘Nautanki’ style setting!
Speaking about the new campaign, Harsha V Agarwal, Brand Director, Emami Ltd., said, “Navratna Oil feels proud to produce this film that is both ‘hatke’ and entertaining. While ideating about the new communication for our brand Navratna, we thought what can be better to showcase its therapeutic benefits than to be filmed on the legendary champi song ‘Sar jo terachakraye’, on a legendary actor like Amitabh Bachchan? Combining the versatility of Mr. Bachchan, both as an actor and singer, was the next trump card that we had up our sleeve. Mr Bachchan is a powerhouse of energy and talent. And the combination of him and Nitesh Tiwari is just the right concoction to pep one up and take away one’s ‘thakaan’. Rahat Raja is a must watch.”
Watch the ad here:
It isn’t without any reason that India is known as one of the most stressed countries in the world! Big B’s desi rapping avatar #RaahatRaja has the answers to all the ailments affecting the hard-working masses – liftmen, househelps, security guards, coolies, construction workers, traffic cops, and more.
Adding his thoughts on the campaign, Amod Dani, Executive Creative Director, Leo Burnett Orchard said,“Through his performances Mr. Bachchan has always taken us away from the daily rigmarole and relieved us of our daily stress. And by doing so he is undoubtedly the biggest stress reliever in our country. Navratna, the number one cool-oil is also the number one stress-relieving oil in the country. And with Mr.Bachachn we found the perfect fit for our brand. Mr. Bachchan brought alive the most popular head massage song in India ‘Sar jo terachakraye’ (again, a perfect song for Navratna Oil) through a colourfulnautanki. Thereby, driving home the multi-symptomatic relief which Navratna Oil provides.
Apart from Nitesh Tiwari’s impeccable direction and Big B’s rap, eminent choreographer Bosco and music director Rohan Vinayak have helped play up the execution of the film.
Besides TV, the campaign will also have a digital presence.
Creative Agency: Leo Burnett Orchard
Chief Operating Officer: MahuyaChaturvedi
Executive Creative Director: Amod Dani
Vice President and Branch Head, Mumbai:SharminePanthaky
Planning Team:AjeetaBharadwaj, NiharikaTalwar
Creative Team: Vishesh Jain, Mayank Trivedi, Tushar Bhatt, Amol Mestry, Hemali Dave, RavindraBorkar
Account Management: Ravi Adhikari, AdilMalkani, Deepika Sharma
Production House: Opticus Films
Director: Nitesh Tiwari
Associate Director: PunarvasuNaik
Producer: Varun Shetty
Music: Rohan Vinayak
Exposure: TV, digital