MUMBAI: RPG Group, one of India’s fastest growing conglomerates, has partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to launch a campaign featuring four films with its brand tagline ‘Hello Happiness’.
The Harsh Goenka-led RPG Group has not only made happiness intrinsic to its vision but has also adopted it as the brand tagline and embarked on a journey to promote, share stories, nurture and encourage a culture of happiness, both within and outside the group.
This new campaign executed by Dentsu Webchutney Mumbai took its cue from the group’s vision statement that harbours a bright square smiley, alongside values such as ‘Unleash Talent’, ‘Touch Lives’ and ‘Outperform’. Spread across six weeks, the campaign, driven largely via short films, illustrates how the group has brought happiness into the lives of diverse stakeholders.
RPG Enterprises DGM of corporate brand and communications Manjira Sharma says, “At RPG, we believe that if we are able to bring any change into the lives of people, we have done justice to the group’s existence. And this change is only evident through people’s smiles; that is the bar we have set to measure our success. This is the reason we had to own the position of happiness.”
“Happiness isn’t a thing, it is a place. And to reach this place, we need to lighten ourselves of the baggage that we all carry in our hearts. RPG is an ebullient place, where we encourage our employees to shed this baggage, be themselves, and contribute to the group’s vision. And we are boastfully gleeful about this,” adds Manjira.
Dentsu Webchutney EVP and branch head Nishi Kant mentions, “Real happiness is very tangible and each RPG film brings this home for the viewer whether that be a child jumping around at an unexpected happiness, the tears streaming down a mother’s cheek at her daughter’s achievement, the boundless joy experienced by a grandfather in his grandchild’s company or the cheerful confidence of a happy employee. The term Hello Happiness means the active expression of Happiness and that is what the RPG Group stands for.”
To portray these stories of happiness, the campaign referred to examples from within the RPG Group companies – KEC International and Seniority.in, its CSR Initiative Pehlay Akshar and its employee friendly policies.
The Hello Happiness campaign marks the beginning of the group’s ‘Happiness’ legacy, with many additions and variations to come.
