Kolkata :
ITC Mangaldeep, India's premier
agarbatti brand, proudly announces its new campaign, 'Dil se Karo Baat, Bhagwan KeSaath,' which translates to ‘Make God your close confidant.' The
campaign celebrates one’s divine connection with God. It illustrates the
relationship between humans and God as that of between two friends 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 beliefs.
The
'Dil se Karo Baat, Bhagwan KeSaath' embarks
on a journey of strengthening the bond we share with God and persuades us to be
transparent with him as he is our confidant. This joyful campaign reimagines
this 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.
Being
‘an enabler of devotion and a sense of well-being’, the brand intends to
be a part of both the grand festival celebrations as well as the prayers we do
in between everyday moments. While Mangaldeep is an important part of temple
visits, it also has a role to play in prayers which take place on the go, at
workplaces, stadiums, and shops, when we are in need. We have grown up
believing that the temples are the holy abode of our Gods, but the brand also
supports the view that God never leaves our side. Mangaldeep believes that prayers can bring our loved ones together
while also strengthening our souls 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) at ITC said, “This
campaign aims to illustrate our connection with the God. Through this campaign,
we move beyond the idea of God solely residing in places of worship and instead
emphasize the possibility of experiencing the divine presence throughout our
daily lives. Through relatable scenarios, we showcase how this connection
fosters not just a sense of respect for God's power, but also a sense of companionship.”
To
take this campaign to its target set of audiences, ITC Mangaldeep has launched
a new advisualized by Ogilvy India.
Speaking
about the campaign, Rajesh Mani, Group
Creative Directorat 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 the
states of Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and
Kerala, Mangaldeep has a set of social media and influencer activities planned
in line to promote this new positioning among its consumers. TVC Link: https://www.youtube.com/watch?v=UwnEj-TBDAA.
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