ITC Mangaldeep, a prominent agarbatti brand, has recently launched its new campaign, “Dil Se Karo Baat, Bhagwan Ke Sath” which translates to ‘Make God your close confidant.’ The unique campaign emphasizes one’s divine connection with God, depicting the intimate relationship between humans and the divine. With the “Dil Se Karo Baat, Bhagwan Ke Sath” Campaign, the brand embraces a new positioning that encompasses a diverse set of lives, rituals and ways of expressing devotion, spirituality and beliefs.

The campaign focuses on strengthening the bond we share with God and persuades us to be transparent with the Almighty, who is our confident. 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.

Commenting on the campaign launch, Mr. Gaurav Tayal, Chief Executive of the Matches & Agarbatti Business (MAB), ITC Ltd., said, “This unique campaign Mangaldeep aims to illustrate our personal connections with 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.”

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ITC Mangaldeep has launched a new TVC visualized by Ogilvy India to reach its target audiences.

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”