ITC Mangaldeep, India’s leading agarbatti brand, has unveiled its latest campaign, ‘Dil se Karo Baat, Bhagwan Ke Saath,’ aimed at fostering a deeper spiritual connection with consumers. The campaign encourages individuals to view God as a close confidant, transcending traditional perceptions of deity worship in temples to include daily interactions and personal moments of prayer.
With a focus on enhancing spiritual well-being, the campaign portrays God as a constant companion who listens to heartfelt conversations, offering solace and guidance in everyday life. Mr. Gaurav Tayal, Chief Executive of Matches & Agarbatti Business (MAB) at ITC, emphasized the campaign’s intent to redefine spiritual engagement beyond conventional settings, stating, “We aim to cultivate a sense of companionship with God through relatable scenarios.”
Ogilvy India has developed a new advertisement for the campaign, set to air across Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala from July 10th. Social media and influencer engagements will complement the TVC launch, promoting Mangaldeep’s new positioning among consumers.In Siliguri, a pivotal market for spiritual products, Mangaldeep’s campaign is expected to resonate strongly. Agarbattis hold significant cultural and religious importance, playing a vital role in daily rituals and devotional practices across diverse communities.
