MUMBAI :Rajhans’ chocolate brand Schmitten has launched a TVC starring actor Priyanka Chopra. The film has been conceptualised by Publicis South Asia.

The film is set in the style of a Broadway musical. The theme being Chopra eluding those trying to pry her Schmitten chocolate away from her. Even jail birds agree with her, sings Chopra, that her chocolate is hers and not to share.

Jayesh Desai, group chairman, Rajhans, said, “In a bid to come up as a premium chocolate brand amid the prevailing knife-edge competitions, we’ve never left any stone unturned. And thanks to Publicis for setting ourselves apart with their all the more creative output that will almost certainly go the distance.”

Bobby Pawar, director and chief creative officer, South Asia, Publicis, added, “The category we are trying to break into is about sinful and naughty chocolates. What India is used to is the kind of chocolates that will replace sweets. But there is more to it than that.”

Paritosh Srivastava, EVP, Publicis Ambience, said, “The communication is based on a simple human truth, we don’t like to share what is precious to us. Chocolate being quite precious to a kid or a teenager, our attempt is to give a counter point to the category currently steeped in sharing and caring. Attempt is to present the brand in a manner that does justice to the fabulous product and makes it look international and appeals to the youth. Would like to congratulate the client for creating a world class product and the team at Publicis for truly creating the brand from a scratch.”

source : Sachin Murdeshwar