MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
Brands
Nodwin Gaming appoints Sonal Varma as global director of live events
Former Comic Con India VP to scale global gaming and pop culture experiences
MUMBAI: Nodwin Gaming has appointed Sonal Varma as global director of live events, bringing on board a seasoned architect of fan communities as the company accelerates its global push in gaming, esports and youth culture.
Varma steps into the role with more than 15 years of experience creating large-scale fan experiences and cultural platforms. She is best known for her long stint at Comic Con India, where she most recently served as vice president and helped transform the convention into one of the country’s most recognisable pop culture gatherings.
At Nodwin Gaming, Varma will lead the strategy, design and execution of the company’s global live event initiatives. Her mandate includes expanding flagship intellectual properties and developing new formats that bring gaming communities together across emerging markets.
Over the years, Varma has been closely associated with building and scaling community-led events such as Comic Con India, Geekly and the Indian Cosplay Championship. Her work has focused on turning niche fandoms into thriving cultural ecosystems by blending entertainment, creator culture and brand partnerships.
Her appointment comes at a time when Nodwin Gaming is expanding its international events footprint through properties such as DreamHack India, NH7 Weekender, Comic Con India and the Battlegrounds Mobile India Series. The company has also been growing its presence across Asia, Europe, the Middle East and Africa through esports tournaments, gaming festivals and fan conventions.
Nodwin Gaming co-founder and managing director Akshat Rathee, said Varma’s experience in building fan-centric platforms would play a key role in the company’s next phase of growth.
“Sonal brings a deep understanding of how live experiences can bring communities together around gaming and pop culture. As we expand our global live events footprint, her experience will help us create experiences that feel authentic and meaningful for audiences across markets,” he said.
Varma said the scale of opportunity at Nodwin Gaming made the move particularly exciting.
“Joining Nodwin Gaming at this moment feels incredibly exciting because the canvas is so large. There are new audiences, new markets and new formats waiting to be explored. I’m looking forward to working with teams across the network to create live experiences that celebrate gaming culture while staying rooted in the communities that power it,” she said.
Over the past few years, Nodwin Gaming has built an ecosystem that stretches across competitive gaming, creator communities, music festivals and youth culture platforms. With Varma now leading global live events, the company is looking to further expand its flagship properties while experimenting with new formats that blend gaming, entertainment and fandom for audiences around the world.
