ITC Mangaldeep, India's premier agarbatti brand, has announced its new campaign, 'Dil se Karo Baat, Bhagwan Ke Saath,' which translates to ‘Make God your close confidant.' The unique campaign celebrates one’s divine connection with God. It illustrates the intimate relationship between humans and God, as that between two close confidants where heartfelt conversations take place.
With this campaign, the brand embraces a new positioning which encompasses a diverse set of lives, rituals, and ways of expressing devotion, spirituality, and beliefs.Speaking on the launch of this creative communication campaign, Mr. Gaurav Tayal, Chief Executive of the Matches & Agarbatti Business (MAB), ITC Ltd., said, “This unique campaign by brand Mangaldeep aims to illustrate our personal connections with the God. Through this campaign, we intend to emphasize that the idea of connections with divinity extends beyond places of worship and includes experiencing the divine presence throughout our daily lives. Through relatable slice of life scenarios, we showcase how this intimate connection fosters not just a sense of deep respect for God's power, but also a sense of divine companionship.”
In addition to the flagship TVC launch which will air from the 10th of July in the states of Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala, Mangaldeep has a set of social media and influencer activities planned in line to promote this new positioning among its consumers.