MAM

Mangaldeep's conversation with God with Bhumika Chawla

ITC Mangaldeep is the second largest agarbatti brand in India.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/11/13/mangaldeep.jpg?itok=DPDJ6_ab

MUMBAI: ITC’s leading incense stick brand, Mangaldeep, has launched a unique ‘slice of life’ campaign that depicts everyday conversations with God.

With Bhumika Chawla as the protagonist, the brand delves into moments amidst the daily hustle and bustle of life that essentially provides an opportunity for a serene prayer and an intimate conversation with the almighty. The campaign also highlights the unique positioning of ITC’s Mangaldeep, which through its range of divinely fragranced incense sticks brings about a sense of calm and comfort when the mind is anxious.

The film opens with Bhumika Chawla amidst the daily morning rush at home, handling myriad aspects of a household and yet making time for a short but anxious prayer. The moment she lights the fragranced Mangaldeep incense sticks, a sense of calm prevails for a natural and peaceful conversation with God.

ITC Ltd chief executive for agarbatti and safety matches business Ravi Rayavaram says, “Mangaldeep’s ‘Conversation with God’ campaign reflects the spiritual core of every Indian. Devotion, prayer and invoking good for everyone, is a way of life for many. This simple life truth promoted by Mangaldeep through its recent campaign is rooted in its core brand philosophy of enabling every individual’s pursuit of devotion. Bhumika Chawla personifies the life of every Indian woman and the challenging morning moments in her life.”

R K SWAMY BBDO principal consultant Vivek Shenoy adds, “Unlike in a temple where there is a devotional ambience, in her everyday prayer space, the consumer struggles to connect with god unperturbed. In today’s day and age, prayer is often rushed, distracted and mechanical…even when we sit down to do it, a parallel monologue runs in the head that has nothing to do with connecting with the divine. The right fragrance can transform the mental state, creating the climate for that connection.”

Available across retail outlets in India, ITC Mangaldeep is the second largest agarbatti brand in India and the only agarbatti brand with a large national presence.

The Mangaldeep brand was launched and marketed by ITC’s Matches and Agarbattis Business Division since 2003. Within a decade of its launch, the brand achieved market leadership in the Dhoop category and a strong No.2 position in Agarbatti category with a combined consumer spend of over 750 crores.

Mangaldeep’s vision is to be the most loved enabler and partner in people’s pursuit of devotion and spirituality. In this regard, the brand has extended beyond quality incense products into services such as devotional content and religious tourism through its Mobile app. By enabling the daily pursuit of devotion of over 4 lakh users, it is among the highest rated devotional apps in India.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/outdoor.jpg?itok=YUlc1U2t
Times OOH acquires media branding rights of Chennai’s billboards

NEW DELHI: Times OOH has acquired exclusive media rights over Chennai’s central and southern billboards. Located in the heart of the city at Chetpet and iconic spots at OMR, these mediums cover some of Chennai’s prime and busiest areas from Chetpet bridge to Perungudi and Sholinganallur toll plazas...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/paytm.jpg?itok=Y5Oj3rF2
Re-imagining online events: Paytm Insider introduces new platform features to enhance the online events experience

Do you remember how magical it was when 10,000 fans sang along with your favourite band live? Or the sweeping excitement of cheering with tens of thousands of fellow cricket fans in the stadium? Or the collective gasp when an unlikely wicket fell? This shared feeling of excitement has not yet been...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/duka.jpg?itok=UdVP_n5L
Dukaan’s tribute to store owners & merchants clock 3 million views in 12-hours

NEW DELHI: In an attempt to honour the role of store owners and merchants in the covid-2019 lockdown and highlight their plight, Dukaan released a heart-touching video campaign, #EkNayiShuruat!, on Diwali. video narrated the tale of a shopkeeper who sells sweets and snacks, lending a brief insight...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/petit.jpg?itok=pcdKNO8s
International mindfulness and meditation app Petit BamBou now available in India

Petit BamBou, the leading freemium, non-religious, mindfulness app in Europe that helps people cultivate a healthy habit for their mental well-being, is now available in India. With 6.4 million users worldwide, Petit BamBou is one of the most downloaded apps in the Health and Fitness category, and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/shov.jpg?itok=S0gMsCyv
Kiko TV rebrands as 'assisted shopping' app

MUMBAI: Kiko TV has announced its repositioning from a short format video app to an assisted shopping experience platform, making it India’s first AI-powered video and live commerce platform in the assisted shopping segment.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/9stcaks.jpg?itok=k1z76Mst
9stacks all set to host ‘India’s First ever HEADS UP Poker Championship’ starting 24th Nov 2020

This November, 9stacks, a leading pioneer of online poker, is all set to host the highly anticipated 'Heads Up - Poker Championship'. Heads Up play is considered one of the most strategic forms of play in poker because the game is against the player and not just the cards. In such Heads Up matches...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/airtel.jpg?itok=WGNdscBS
Vedantu & Airtel DTH take quality education to TV screens

NEW DELHI: The DTH arm of Bharti Airtel (Airtel) and ed-tech brand Vedantu have announced a tie-up to enable students across India to access quality education.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/meru-intermiles.jpg?itok=mhE7CiHa
Meru partners with loyalty & rewards programme, InterMiles

Mumbai: Meru Mobility has partnered with loyalty and rewards programme, InterMiles. The tie-up will provide access to a host of Meru services including airport transfers, car rentals and point-to-point transfers on the InterMiles platform.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/23/yaap.jpg?itok=oKQgg69v
Zepth appoints YAAP as creative and digital agency

NEW DELHI: Specialised content agency YAAP has won the mandate for Zepth and will be tasked with expanding and building the global construction software company’s digital presence and communications. This will include brand and communication development across social media and digital media...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required