Ogilvy creates new campaign for ITC’s agarbattis

03 Dec,2021

By Our Staff


ITC’s Mangaldeep agarbatti has launched a TVC with actor and brand ambassador Bhumika Chawla to  showcase its new range of agarbattis with camphor-tulsi and panchamrit fragrances.


Speaking about the new campaign, Gaurav Tayal, Chief Executive, Agarbatti & 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.”


Added Rajesh Mani, Group Creative Director, Ogilvy: “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.”


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