MS Dhoni was seen in a Guruji avatar


Zed Black Agarbatti, the flagship brand of Mysore Deep Perfumery House (MDPH), one of the country’s major merchants of agarbatti and dhoopbatti, has launched a new campaign depicting M S Dhoni in Guruji attire. The new TV commercial is a continuation of Zed Black’s ‘prarthna hogi sweekar’ campaign, which tries to convey the brand theme that only prayers go viral during difficult times, and one must distribute them selflessly. 

For over five years, Indian cricket legend and adored Captain Cool Mahendra Singh Dhoni has been sponsoring Zed Black 3 in 1 agarbatti brand through print, TVC, social media, and OOH channels, and the firm has risen in popularity throughout the world.

Hrithik Roshan, the Bollywood superstar, is also their brand spokesperson for their bamboo-free dhoop version ‘Manthan Dhoop’ across platforms.

The TVC features MS Dhoni in a never-before-seen guise of a Guruji, emphasizing the significance of spreading positive feelings via prayers. The TVC campaign, therefore, conveys the concept of adopting the correct attitude or viewpoint through Dhoni’s persona, which has always inspired and encouraged Gen Z and millennials. Even now, the ex-unbelievable captain’s celebrity continues to captivate millions of thala fans.

Ankit Agrawal, director of Zed Black, said regarding the launch, “Former Indian captain MS Dhoni is one of the most respected cricketers in the world and he remains an idol for budding cricketers throughout the world.” For half a decade, it’s been a pleasure to have MS Dhoni as the face of Zed Black incense sticks. “The “Prarthna Hogi Sweekar” catchphrase has greatly aided our penetration of the worldwide agarbatti market,” says legendary cricketer Mahendra Singh Dhoni.

I firmly feel that only praying together during difficult times provides one the fortitude to confront all difficulties. I am overjoyed to be a part of this integrated worldwide effort that is sowing the seeds of a deeper connection of making prayers viral for any noble purpose.”

As part of its development plan, the firm, which is one of India’s top three agarbatti makers, is spending this fiscal to quadruple its manufacturing capacity to satisfy rising domestic demand, improve retail presence, extend its distribution network, and introduce additional product verticals.

“Whether it’s the Game Changer TVC with M S Dhoni in a classic jersey look or the first campaign where he initiates a dialogue with people to put their best foot forward to achieve their goals, the marketing themes, therefore, encapsulate the notion of honoring the power of prayers,” he continued.

With its blockbuster products Zed Black 3 in 1, Manthan Dhoop, Manthan Sambrani Cups, Aarogyam Camphor, Zed Black Pineapple, Shriphal, Gauved Sambrani Cups, Aromix, and Nature Flower Gold and Cian, Zed Black controls a substantial market share of approximately 20% of the organized market.

Zed Black director Anshul Agrawal stated, “Zed Black has a stranglehold on the Indian consumer and Bharat market, particularly in tier-2 and tier-3 cities. In addition to experimenting with unique smells and procedures in R&D, we plan to launch a new line of Puja Samagri goods, the Zed Black Camphor series, and other products. We anticipate increased demand over the holiday season.” 

Oberoi IBC’s TVC campaign would be marketed in a 360-degree strategy across News networks and GEC channels to continue communication from the start of the festive season.

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