Brands
Mangaldeep’s conversation with God with Bhumika Chawla
MUMBAI: ITC’s leading incense stick brand, Mangaldeep, has launched a unique ‘slice of life’ campaign that depicts everyday conversations with God.
With Bhumika Chawla as the protagonist, the brand delves into moments amidst the daily hustle and bustle of life that essentially provides an opportunity for a serene prayer and an intimate conversation with the almighty. The campaign also highlights the unique positioning of ITC’s Mangaldeep, which through its range of divinely fragranced incense sticks brings about a sense of calm and comfort when the mind is anxious.
The film opens with Bhumika Chawla amidst the daily morning rush at home, handling myriad aspects of a household and yet making time for a short but anxious prayer. The moment she lights the fragranced Mangaldeep incense sticks, a sense of calm prevails for a natural and peaceful conversation with God.
ITC Ltd chief executive for agarbatti and safety matches business Ravi Rayavaram says, “Mangaldeep’s ‘Conversation with God’ campaign reflects the spiritual core of every Indian. Devotion, prayer and invoking good for everyone, is a way of life for many. This simple life truth promoted by Mangaldeep through its recent campaign is rooted in its core brand philosophy of enabling every individual’s pursuit of devotion. Bhumika Chawla personifies the life of every Indian woman and the challenging morning moments in her life.”
R K SWAMY BBDO principal consultant Vivek Shenoy adds, “Unlike in a temple where there is a devotional ambience, in her everyday prayer space, the consumer struggles to connect with god unperturbed. In today’s day and age, prayer is often rushed, distracted and mechanical…even when we sit down to do it, a parallel monologue runs in the head that has nothing to do with connecting with the divine. The right fragrance can transform the mental state, creating the climate for that connection.”
Available across retail outlets in India, ITC Mangaldeep is the second largest agarbatti brand in India and the only agarbatti brand with a large national presence.
The Mangaldeep brand was launched and marketed by ITC’s Matches and Agarbattis Business Division since 2003. Within a decade of its launch, the brand achieved market leadership in the Dhoop category and a strong No.2 position in Agarbatti category with a combined consumer spend of over 750 crores.
Mangaldeep’s vision is to be the most loved enabler and partner in people’s pursuit of devotion and spirituality. In this regard, the brand has extended beyond quality incense products into services such as devotional content and religious tourism through its Mobile app. By enabling the daily pursuit of devotion of over 4 lakh users, it is among the highest rated devotional apps in India.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
