Ad Campaigns
‘Babuji’ is Manthan face for north India
MUMBAI: Bollywood’s sanskaari ‘Babuji’ Alok Nath is the new face of Zedblack’s Manthan Dhoop.
Manthan is a dhoop (incense) brand from the house of Mysore Deep Perfumery House (MDPH), one of the top three companies in Rs 60-billion overall agarbatti market in India, the top two being ITC and Cycle Agarbatti in the organised sector.
Manthan has launched its campaign “Manthan Zaroori Hai” featuring the actor where he urges people to introspect into their detached lifestyles. The campaign has been conceptualised and executed by Oberoi IBC.
Manthan Dhoop, with seven variants – Chandan, Gulab, Mogra, Guggal, Loban, Gold and Silver, claims to give a spiritual atmosphere at home, office or any other work place.
MDPH director Anshul Agarwal said: “MDPH wants to fortify its position as one of the top incense stick manufacturers in India. We recently signed former Indian captain MS Dhoni as our national brand ambassador for Zed Black. For regional markets, we have (actor) Bhagyashree for the west, and Odia superstar Barsha Priyadarshini for the east India market.”
Digital
https://youtu.be/SuWp7eMlCTU
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https://youtu.be/oIy96RE5AQU
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https://youtu.be/AZjj8mgTV78
Sambharani
https://youtu.be/uuWdaafjMrs
“In the north India market, Manthan is popular. To further strengthen the brand proposition, we have made Alok Nath the face,” he added.
Being one of the major players in the Rs 25-billion organised agarbatti sector, he said: “We are setting up one more state-of-the-art factory at Indore (MP) which is about 2 lac sq. ft. — which will be operational by January 2018. This would increase our production capacity by 40 per cent.”
Alok Nath shares, “Today, despite staying in the same house, we see families are drifting away and stay detached because of over-usage of mobile phones.” ‘Manthan Zaroori Hai’ portrayed in the TVC shows that work-life balance leads you into a a happy state of mind,” he added.
Oberoi IBC MD Anand Oberoi said: “Manthan Dhoop urges people to introspect their way of living. The campaign, consisting of three TVC spots, will be aired across both, mainline and digital media.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
