Raag Royal Stories

Raag, a brand of mouth freshener from the house of Pan Vilas, has a premium positioning, based on the idea of ‘Royal tastes’.

Catering to a primarily Hindi-speaking belt, they wanted to release communication that highlighted the flavour of the brand, while also being funny and memorable.

We developed a series of posters using a very simple illustration style with the main character being a ‘Maharaja’ (Indian royalty), who interacts with his prime minister and queen in each poster set in a fictional Royal land. All the lines are lyrical, making the messaging easy to grasp, and in a playful manner, drive home the message of ‘unforgettable flavour’.

The posters were developed over ‘3 seasons’- each set carrying about 5 posters each time, which the audience would wait eagerly for. The series worked so well, it was developed into topical poster, a contest, and even public service announcements.