MUMBAI: Eggfirst Advertising has launched a new campaign for manufacturer of incense sticks and other religious ornaments Hari Darshan. The company is over a hundred years old but this is the first time it has decided to launch a mainstream advertising campaign called 'Ghar ko mandir bana de'.

Hari Darshan already has presence and market share in the Northern parts of India and the campaign is an attempt to expand and reach out to unexplored territories in the country.

Eggfirst VP Ashish Banka said, "Initial research indicated that the product category was used by a diverse audience - from deeply rural to ultra urban, from young adults to old people, and it cut across genders. That's precisely why the communication needed to be simple, direct and uncomplicated."

The 360 degree campaign includes print and activation along with an aggressive digital marketing campaign to garner brand visibility and connect including social media and a new website.

Hari Darshan MD Goldy Nagdev said, "I am extremely happy with the way the brand is developing. With serious product quality and deep acceptance of our brand all these years, it was necessary to do justice to its true potential - and that's what Eggfirst has helped us achieve. Having seen the industry up close for so many years, I can confidently say that 'ghar ko mandir bana de' is a truly path breaking campaign and will definitely take our brand Hari Darshan to a new high."

"We were initially considering taking on a celebrity as a brand ambassador, but then decided against it to emphasise on the brand essence rather than on a personality. There can't be a bigger brand ambassador than God! And the message 'ghar ko mandir bana de' we believe is a very strong platform and lends itself to a lot of branding action, added Nagdev.

Eggfirst is a Mumbai based full service ad agency offering end-to-end creative solutions for various business challenges.