MAM
MS Dhoni’s heartwarming father-daughter bonding in Zed Black TVC: ‘Mann Ki Shanti'”
Mumbai: Zed Black, a leading incense sticks brand, is thrilled to announce the launch of its latest TVC campaign for Zed Black 3-in-1 premium incense sticks featuring the cricketing legend and former captain of the Indian cricket team, MS Dhoni. The campaign aims to emphasize the importance of incorporating daily prayers into one’s routine for a balanced and fulfilled life.
In today’s fast-paced world, where individuals often find themselves consumed by various commitments and responsibilities, the act of taking a moment to connect with oneself through prayer can be immensely grounding. Zed Black’s continued collaboration with MS Dhoni as a brand ambassador for the last six years seeks to encourage people to pause, reflect, and engage in a practice that fosters inner peace and spiritual well-being.
“Mann Ki Shanti” is not just a TVC campaign; it’s a heartfelt endeavour to bring attention to the value of daily prayers in maintaining mental and emotional equilibrium. Dhoni, known for his exceptional leadership and unshakeable composure, resonates with the campaign’s message on multiple levels”, shared Mysore Deep Perfumery House & Zed Black director Ankit Agrawal.
The TVC showcases Zed Black and MS Dhoni sharing a timeless message for all. In the latest TVC, the cricketing legend assumes the role of a doting father sitting for prayers as his playful daughter comes running. Dhoni emphasizes with a smile the importance of a regular prayer for ‘Mann Ki Shanti’. Dhoni, besides being a cricket legend, is also a complete family man. He does a perfect job of conveying the sentiment for all households. Add to this his legendary cool vibes and a relaxed smile, the message hits home!
Zed Black TVC campaigns have always struck a chord with the masses & netizens. Be it the gamechanger commercial where the captain cool was spotted sporting a retro jersey look on the field for its flagship campaign ‘Prarthna Hogi Sweekar’ or MS Dhoni sharing the importance of viral prayers in a guruji avatar last festive season. Likewise, through this latest campaign, Zed Black aims to spark conversations around the benefits of incorporating daily prayers as a means to achieve balance and mental clarity.
“We are honored to collaborate with MS Dhoni yet again, a true icon who embodies resilience and strength,” said Mysore Deep Perfumery House & Zed Black director Anshul Agrawal. “As a brand, we are committed to promoting holistic well-being, and we believe that this campaign will inspire individuals to carve out time for daily prayers, nurturing their spiritual growth.”
The hallmark of Zed Black’s success lies in its commitment to sustainable manufacturing practices. Zed Black’s manufacturing unit, based in Indore, Madhya Pradesh has made history by becoming the world’s largest solar-powered raw agarbatti production facility. The company has successfully scaled its production capacity to an astounding 3.5 crore incense sticks per day, positioning itself as a major player in the global market. The company is today amongst the top three agarbatti manufacturers in the country.
Conceptualised by Oberoi IBC the TVC will be promoted through a 360-degree approach across news & GEC channels for the festive season and will be accompanied by a robust social media and online engagement strategy, encouraging viewers to share their own experiences with daily prayers using the hashtag #MannKiShanti.
MDPH has a plethora of top-notch quality products under its own household brands in categories such as agarbatti, essential oils, hand sanitizers, packaged tea, dhoop batti, confectionery, and more under its premium bestseller flagship labels Zed Black, Manthan, Samarpan, Orva and Din Din.
Founded in 1992, at the heart of MDPH is its 4,000-plus workforce, of which 80 per cent are women who are involved in all aspects of incense sticks manufacturing–from perfume making to packaging. The company processes over three crore incense sticks every day at its 9,40,000 sq. ft manufacturing facility in Madhya Pradesh, comprising of four factories. It has in its kitty over 1,200+ products that are exported to over 40+ countries across six continents and 15 lakh packs of Zed Black incense sticks are sold daily.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
