ITC Mangaldeep unveils ‘Dil se Karo Baat, Bhagwan Ke Saath’ Campaign

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Kolkata: ITC Mangaldeep, India’s premier agarbatti brand, announced to unveil its new campaign, ‘Dil se Karo Baat, Bhagwan Ke Saath,’ 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.

Speaking on the launch of this creative communication campaign, 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.”

To take this campaign to its target set of audiences, ITC Mangaldeep has launched a new advisualized by Ogilvy India. In addition to the flagship TVC launch which will air from the 10th of July in the states of Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala, Mangaldeep has a set of social media and influencer activities planned in line to promote this new positioning among its consumers.

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