New Delhi: Leading agarbatti brand ITC Mangaldeep has unveiled a heartwarming new campaign, “Dil Se Karo Baat, Bhagwan Ke Saath” which translates to “Speak from Your Heart, With God.” This innovative campaign celebrates the unique bond between humans and the divine, portraying it as a close and personal friendship.
“Dil Se Karo Baat, Bhagwan Ke Saath” marks a significant shift for the brand, moving beyond the traditional notion of prayer solely occurring in places of worship. Instead, the campaign emphasizes the possibility of experiencing the divine presence throughout everyday life.
Through relatable scenarios, the campaign showcases how this connection fosters not just reverence for God’s power, but also a sense of companionship and comfort.
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Strengthening Our Bond with the Divine
The campaign aims to strengthen the bond we share with the divine by encouraging open and heartfelt communication. It highlights the importance of expressing our worries, seeking solace, offering gratitude, and celebrating life’s milestones with God, just as we would with a close confidante.
Gaurav Tayal, Chief Executive Officer of the Matches and Agarbatti Business (MAB) at ITC, commented on the campaign’s launch, stating, “This campaign aims to illustrate the inherent connection we have with God. We move beyond the idea of God residing solely in temples and emphasize the possibility of experiencing the divine presence in our daily lives. Through relatable scenarios, we showcase how this connection fosters not just respect for God’s power, but also a sense of companionship.”
A Slice-of-Life Campaign
To bring this message to life, ITC Mangaldeep partnered with Ogilvy India to create a captivating television commercial (TVC).
Rajesh Mani, Group Creative Director at Ogilvy India, explained the campaign’s creative concept: “Who do we have heart-to-heart conversations with? Usually, it’s someone we feel incredibly close to, someone who brings us a sense of ease and comfort. In this campaign, we urge people to speak to that one person who resides in all our hearts – God. He is the ultimate friend, philosopher, and guide, available 24/7. It doesn’t matter how you pray or for how long, as long as it comes from the heart, He will listen. Mangaldeep beautifully captures this sentiment in a slice-of-life manner, expertly portraying the nuances of devotion and celebrating devotees. The film is a beautiful blend of tradition and modernity, reflecting the core essence of Mangaldeep.”
Reaching Target Audiences
The flagship TVC will air from July 10th across Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala. To further amplify the campaign’s reach, Mangaldeep has planned a series of social media activations and influencer collaborations.
This innovative campaign by ITC Mangaldeep promises to resonate with audiences seeking a deeper and more personal connection with the divine in their daily lives.
