ITC Mangaldeep, renowned as India’s leading agarbatti brand, has unveiled its latest campaign titled ‘Dil se Karo Baat, Bhagwan Ke Saath’. This initiative celebrates the profound connection between individuals and the divine, urging people to embrace God as a trusted friend. The campaign marks a significant shift in Mangaldeep’s branding strategy, encompassing diverse lifestyles, rituals, and expressions of faith.The campaign encourages a personal and heartfelt relationship with God, portraying Him not just as a deity in temples but as a constant companion in everyday life. It emphasizes the role of prayer in moments of solace, gratitude, and celebration, reflecting the universal human need for spiritual communication.
Mr. Gaurav Tayal, Chief Executive of Matches & Agarbatti Business (MAB) at ITC, highlighted the campaign’s intent to redefine perceptions of divine presence beyond traditional settings. “We aim to foster a sense of companionship and respect for God’s omnipresence through relatable scenarios,” he stated.The campaign includes a new advertisement crafted by Ogilvy India, aiming to resonate with audiences across Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala. Alongside the TVC launch scheduled for July 10th, social media and influencer engagements will further promote Mangaldeep’s new positioning among consumers.
Incorporating these initiatives, ITC Mangaldeep seeks to deepen its engagement with consumers by nurturing spiritual well-being and devotion in everyday life.In Siliguri, a prominent market for spiritual goods, the campaign is expected to resonate deeply, as agarbattis play a crucial role in daily rituals and devotional practices across diverse communities.
