MS Dhoni dons the 'Guruji' avatar in new Zed Black Agarbatti TVC

Zed Black Agarbatti, the flagship brand from Mysore Deep Perfumery House (MDPH), has launched its new campaign featuring former Indian cricketer MS Dhoni in a Guruji avatar.

The new TVC is the extension of Zed Black's ‘prarthna hogi sweekar’ campaign which aims to send across the brand message that during testing times, only prayers become viral and one needs to spread them selflessly.

Dhoni has been endorsing Zed Black 3 in 1 agarbatti brand for over five consecutive years through print, TVC, social media and OOH mediums. Bollywood actor Hrithik Roshan is also their brand ambassador for its bamboo-less dhoop variant 'Manthan Dhoop' across channels.

The TVC showcases Dhoni in the avatar of a Guruji imparting the importance of making prayers viral and exude positive vibes. The TVC campaign thus drives across the message of imbibing the right approach or perspective with the help of Dhoni's persona which has always inspired and motivated the Gen Z and the millennials.

The ex- skipper's unreal stardom is still going strong amongst millions of ‘thala’ fans even today.

Ankit Agrawal, Director, Zed Black, said, "Former Indian captain M S Dhoni is one of the most respected cricketers in world cricket and he remains to be an idol for aspiring cricketers across the globe. It's been a delight to have MS Dhoni come on board as the face for Zed Black incense sticks since half a decade now. The “Prarthna Hogi Sweekar” tagline has helped us penetrate the global agarbatti market profoundly"

Dhoni said, "Zed Black brings with it a legacy of 30 years towards nurturing the power of prayers. I truly believe during difficult times, only praying together gives one the strength to face all odds. I am extremely happy to be a part of this integrated global campaign that is seeding in a deeper connect of making prayers viral for any selfless cause"

As part of its expansion strategy, the company is investing to double its manufacturing capacity to meet the growing demand, strengthen retail presence, expand its distribution network and add more product verticals this fiscal to meet the growing domestic demand.

"Zed Black has always churned out quirky, radical and feel-good campaigns that resonate with the masses, be it the game changer TVC with M S Dhoni in a retro jersey look or the maiden campaign where he strikes a dialogue with people to put their best foot forward to achieve their goals, the campaign narratives thus embody the principle of celebrating the power of prayers," he added.

Anshul Agrawal, Director, Zed Black, shared, "Zed Black has a stronghold on the Indian consumer's choice and the Bharat market, especially in tier-2, tier-3 cities. We intend to focus on a host of regional fragrances apart from experimenting with innovative fragrances and methods in R&D and introduce a new line of Puja Samagri products, Zed Black Camphor range, and more. With the coming festive season, we expect the demand to pick up"

The TVC campaign conceptualised by Oberoi IBC will be promoted through a 360-degree approach across news and GEC channels to sustain the communication from the onset of the festive season.

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