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.
The 'Dil se Karo Baat, Bhagwan Ke Saath' embarks on a journey of strengthening the bond we share with God and persuades us to be transparent with the Almighty, who is our confidant. This joyful campaign reimagines this beloved connection, fostering a personal and friendly bond with God. Inspired by everyday interactions where individuals share worries, seek solace, express gratitude and celebrate events, the campaign emphasizes the human need for intimate communication with the divine.
With the brand proposition of being 'an enabler of devotion and a sense of well-being', Mangaldeep intends to be a part of both the grand religious moments and festival celebrations as well as the prayers we do in between every day moments. While Mangaldeep is an important companion during temple visits, it also has a role to play in prayers which take place on the go, at home, in workplaces, stadiums and shops, when we are in need of a 'divine conversation'. While temples and places of worships are believed to be the holy abode of Gods, the brand, through this campaign conveys that God is omnipresent and is always by our side as a close confidant, ever eager to listen to our daily prayers - whenever, wherever. Mangaldeep believes that prayers can bring our loved ones together while also strengthening our resolve, purifying our soul and creating a personal space of calm.
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."
To take this campaign to its target set of audiences, ITC Mangaldeep has launched a new TVC visualized by Ogilvy India.
Speaking about the campaign, Mr. Rajesh Mani, Group Creative Director, Ogilvy India, said, "Who do we have a heart-to-heart with? Usually someone we feel really close to. There's a sense of ease and comfort that we feel. In this campaign, we ask people to speak to that one person who is in all our hearts - God. He is the 24X7 friend, philosopher, and guide. He doesn't mind how you pray or for how long, as long as it's from the heart, he will listen. Mangaldeep brings forth this beautiful thought in a slice of life fashion expertly capturing the nuances and champions devotion and devotees. This film is a beautiful blend of tradition and modernity that is at the core of Mangaldeep."
In addition to the flagship TVC launch which will air from the 10th of July in states of Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala, Mangaldeep has a set of digital and influencer activities planned in line to promote this new positioning among its consumers.
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