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.”
