ITC’s agarbatti brand Mangaldeep has launched its new range called ‘Mangaldeep Upaveda’. It has been launched with the “Parampara ki Mehak” advertising campaign which highlights Mangaldeep as an exemplifier of traditions.
It is based on a value proposition of connecting consumers with the ancient Indian traditions, the new range comes in camphor-Tulsi and Panchamrit fragrances.
Mangaldeep’s new TVC on Upaveda revolves around traditions and family values. It features its brand ambassador and actor Bhumika Chawla as the protagonist who binds together her entire family with traditions through ‘Mangaldeep Upaveda’ agarbatti.
Gaurav Tayal, Chief Executive, Agarbatti and Safety Matches Business, ITC Limited, said “Traditions are the core of Indian culture. Our new range of Upaveda agarbattis is crafted with this “connect with traditions” in mind and draws inspiration from the ancient Vedic scriptures. Our communication on this range celebrates the connection with traditions, especially for the younger generation of the family.”
Rajesh Mani, Group Creative Director, Ogilvy, said “Mangaldeep Upaveda is all about respecting our tradition in the midst of our busy daily lives. We call it the ‘Fragrance of Tradition’ because of the traditional ingredients used. The TVC beautifully captures this aspect with a young boy, always engrossed in his own world, quickly remembering his tradition when he gets the fragrance. A subtle change comes across in him and he kind of time travels to traditions and makes them a part of his daily life/routine. Deepak Thomas, the director from Lucifer Circus has brought the story alive beautifully with his craft, detail, and music.”
Campaign Name - Parampara Ki Mehak
Tagline - Ye Mehak Hai Parampara Ki. Mangaldeep Upaveda from ITC
Client / Brand Name - ITC Mangaldeep
Creative Agency - Ogilvy India
Director - Deepak Thomas
Production House - Lucifer Circus