MAM
ITC Mangaldeep evokes scent of nostalgia in new spot
NEW DELHI: Incense sticks are a big part of India’s culture. People use them to offer their prayers to the gods and deities they believe in. The market for incense sticks is extremely huge and is growing at a rapid pace. According to KVIC, India’s agarbatti consumption is pegged at 1,490 tons per day, however, 760 tons per day is produced.
India's agarbatti industry is mainly in the form of cottage industry, a highly labor-intensive process with each incense stick being handcrafted. The market includes both organised and unorganised players that offer a variety of products, from premium, organic, to aromatherapy variants. Some of the national players include — Cycle, ITC Mangaldeep, Zed Black and others. These brands regularly advertise across mediums to reach out to their audiences.
Mangaldeep, the incense stick brand from ITC, has launched a new TVC campaign titled ‘The Tradition of Sandal’. The campaign aims to reinforce the sandal variant’s strong preference with consumers. Bhumika Chawla, the brand ambassador, plays the protagonist in the film and is seen passing on the tradition of Mangaldeep Sandal.
The film revolves around tradition, nostalgia and legacy associated with the variant. The scent of Mangaldeep’s original sandal agarbatti takes the protagonist back to her childhood, to the tradition of making sandal paste with her grandmother for daily puja. Now Bhumika and her children continue the legacy of sandal with Mangaldeep original sandal agarbatti.
ITC chief executive agarbatti and safety matches business Ravi Rayavaram said, “Devotion is the ethos of Indian culture, and when we talk about devotion, agarbattis inevitably become of immense significance. Our new communication celebrates the tradition of original sandal and its close association with the fragrance of Mangaldeep Sandal agarbattis.”
Ogilvy group creative director Rajesh Mani said, “Sandalwood has a huge legacy in India; right from the ancient times to the modern. And now times are such that people are actively seeking solace in familiarity and nostalgia. The scent of real sandalwood never fails to evoke a sense of nostalgia in people. Creatively it’s a trip down the memory lane for our brand ambassador Bhumika Chawla when she lights up a Mangaldeep Sandal agarbatti. The fragrance of real sandal transports Bhumika to her childhood. In short, Mangaldeep Sandal evokes the fragrance of real sandal.”
The category is growing at a rapid rate of 10 per cent in the last couple of years. A wide variety of incense sticks are available in different shapes, sizes, colors, and fragrances at very competitive prices, from sandalwood to lavender, and rose to jasmine.
MAM
Sameer Nair steps down as CEO of Applause Entertainment
Veteran media executive exits after a decade at the Aditya Birla Group-backed studio.
MUMBAI: After a decade of calling the shots, Sameer Nair is taking a bow from Applause Entertainment. The veteran industry leader and CEO of the prominent content studio is stepping down from his role, according to sources familiar with the development. This marks a significant leadership transition at one of India’s key players in the television and digital content space.
Applause Entertainment, part of the Aditya Birla Group, has built a strong reputation under Nair’s leadership for its high-quality adaptations of international formats and a slate of original series across OTT platforms. Nair, who joined the company a decade ago, was instrumental in shaping its growth and positioning it as a notable force in India’s evolving streaming landscape.
Prior to Applause, he held senior roles at major media organisations, including Star India, where he played a pivotal part in the launch of the iconic show Kaun Banega Crorepati in 2000. He also worked with Balaji Telefilms and NDTV Imagine.
It remains unclear who will succeed Nair or what his next professional move will be. Queries sent to Nair did not receive a response, and Applause Entertainment declined to comment on the matter.
His exit comes at a time when the Indian content ecosystem is undergoing rapid changes, with streaming platforms recalibrating investments, focusing on profitability, and adjusting content strategies amid shifting viewer preferences and increasing competition.
Industry insiders suggest the transition could signal a strategic reset for Applause as it navigates the next phase of growth.
In the fast-paced world of Indian entertainment, where hits can fade as quickly as they rise, Sameer Nair has enjoyed a remarkably steady and influential run. As he steps off the stage at Applause, the spotlight now turns to what comes next for both the executive and the studio he helped build.
