October 27, Mumbai: Mangalmai, a traditional lamp / diya oil brand, has partnered with Namit Malhotra’s Ramayana: Rise of a legend, the much-anticipated Diwali special film slated for release on November 5. Rooted in the shared cultural significance of lighting a diya and the enduring values of the epic, the association aims to build a deeper connection between the brand and Indian households during one of the country’s most auspicious festive periods.
Anchored in the campaign thought “Aapke Jeevan Ka Har Din Mangalmai Ho’’, the partnership will bring together a consolidated 360-degree activation. The campaign aims to connect with consumers across touch points, making Mangalmai the most preferred, diya oil to be a part of their everyday worship practices and Diwali celebrations.
As part of its consumer engagement initiatives, Mangalmai will host social media contests, offering winners exclusive Ramayana merchandise, including a special-edition Amar Chitra Katha comic book. Each Mangalmai bottle will celebrate the spirit of Ramayana through a series of special Diwali stickers designed to delight consumers. Additionally, Mangalmai is partnering with an NGO to create special diyas, supporting women artisans and promoting women’s empowerment. Mangalmai products are available on Zepto, Swiggy, BigBasket, and the brand’s official website: https://mangalmai.in.
The association holds strategic significance for Mangalmai, bringing together a traditional worship essential and a culturally resonant cinematic property at a time when consumers are actively engaging with festive rituals, storytelling and family traditions. By aligning with Ramayana, a story deeply embedded in India’s cultural consciousness, Mangalmai seeks to build distinctive brand recall, deepen consumer engagement and strengthen its relevance in households across generations. The partnership also offers an opportunity to communicate the role of diya lighting in everyday worship and auspicious occasions through a contemporary, multi-platform campaign.
At the heart of the association is the thought that every diya lit at home or during a special occasion can bring happiness, hope and positivity while marking an auspicious beginning. Deeply rooted in Indian worship practices, lighting a diya symbolizes the triumph of light over darkness and represents devotion, faith and the renewal of hope. Mangalmai is a diya oil with no black soot and has a long-lasting flame, with the goodness of til oil.
The partnership also reflects a natural alignment with the enduring themes of Ramayana, including the triumph of good over evil and the values of dharma, truth, devotion and righteousness. Through a combination of cultural storytelling, retail visibility and consumer engagement, Mangalmai aims to celebrate India’s rich heritage while creating a meaningful and distinctive connection with consumers.
Commenting on the partnership, a spokesperson for Mangalmai said, “Lighting a diya is an integral part of India’s cultural and spiritual traditions, whether during everyday worship, festive celebrations or auspicious beginnings. Diya oil has long been an essential part of Indian households and the rituals that bring families together. Our association with Ramayana gives us an opportunity to celebrate this enduring tradition while building a distinctive connection for Mangalmai in consumers’ lives. Through ‘Aapke Jeevan Ka Har Din Mangalmai Ho’, we aim to bring together tradition, storytelling and consumer engagement, reinforcing the role of the diya in rituals that continue to hold meaning across generations.”
About Mangalmai
Mangalmai, a brand from Sudhnirmal Products LLP, offers vegetable oil with the goodness of til oil. Designed for traditional diya-lighting rituals, the product is suitable for everyday worship and festive occasions.
Mangalmai is available in Reliance, Dmart, Zepto, Bigbasket, Swiggy, General Trade stores and own website https://mangalmai.in.
Brand is available at the MRP of 225 for 900ml, Rs.118 for 450ml, Rs. 45 for 150ml.
