Mangaldeep Agarbattis is about inner peace

Created by RK Swamy BBDO, the new TVC titled 'India in Prayer' captures the real meaning of prayer in our daily lives

BestMediaInfo Bureau | Delhi | September 30, 2014

Click on the image to watch the TVC.

There is an increasing lack of knowledge and confusion about the role religion and prayer should play in our daily lives. RK Swamy BBDO, Chennai, has conceptualised a new TVC for ITC's Mangaldeep Agarbattis - 'India in Prayer' - which highlights the true meaning of prayer. The TVC is a montage that captures the essence and true meaning of prayer, which we all so often lose track of in our daily lives.

The TVC, which went on air on September 26, opens with a babel of anxious prayers, which is silenced by the striking of a match that lights a Mangaldeep Agarbatti. And the chant of the universal prayer or the Shanti Mantra or the Sarveshaam Mantra begins which has the shlokas 'Om sarveshaam svastir bhavatu', 'Sarveshaam shantir bhavatu', 'Sarveshaam purnam bhavatu. Various people are seen doing prayers either at home or in a temple or in meditation. Also, people are seen celebrating different festivals like Durga Puja with this agarbatti. The TVC finally gives out the message that people experience the silence and peace of the selfless Mangaldeep prayer.

“With this new ad, we hope to penetrate the market further in the months to come,” said VM Rajasekharan, CEO (Agarbatti & Matches Business), ITC Ltd. He is optimistic of the brand growing its market share from the current 10 per cent to around 18 per cent in the next couple of years.

Thyagarajan S Vellore, Head of Marketing, ITC Mangaldeep, commented, “Mangaldeep has been a trusted, inclusive brand in the puja space across the country. The theme of 'Sarveshaam Mangalam Bhavatu' captures the brand's philosophy of 'prosperity and auspiciousness for all'. The concept of 'India in Prayer' is in line with Mangaldeep being trusted by millions. The communication is spiritual, inclusive and captures the peace and power of selfless prayer. Our earlier communication routes typically centered on fragrance superiority. The panoramic visuals are clutter breaking and the audio is mesmerising. For the first time we have done a commercial that connects on finding inner peace and feeling in touch with the divine.”

Navneet Virk, Sr. VP - Creative, RK Swamy BBDO, Chennai, said, “We wanted the ad to be a prayer, not an ad. We wanted the viewer to fall into a moment of silence. The challenge was to capture mindspace for ITC's Mangaldeep as a large and distinctive brand in a marketplace crowded with regional players. We wanted to create communication that wouldn't be just another ad about the fragrance of agarbattis.”

Ambika Chandrasekar, VP, Research & Planning, RK Swamy BBDO, Chennai, added, “The key insight gathered through research was that agarbattis are all about  prayer that in today's context tends to be hurried, ritualistic and quite often mundane. The TVC looks to subtly bring about connect with the deeper meaning of prayer.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client/Brand Name: ITC, Mangaldeep Agarbattis

Creative Agency: RK Swamy BBDO, Chennai

Agency Head: VV Vijay Gopal

Creative Director: Navneet Virk

Creative team: Tanujaa Babu, Sanjana Mathur

Planning: Ambika Chandrasekar

Client Servicing: Ambika Chandrasekar, Renuka Sanji

Director: Rajesh Saathi

Production House: Keroscene Films

Music: Rajat Dholakia (Jukku)

DOP: Manoj Lobo

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