Brands
Zed Black Agarbatti and MS Dhoni collab for ICC Cricket World Cup 2023
Mumbai: In an exciting collaboration yet again, Zed Black Agarbatti, the renowned manufacturer of premium incense products, and former cricketing legend MS Dhoni have come together to celebrate the spirit of collective prayers and the power of viral prayers during the ongoing ICC Cricket World Cup 2023. The partnership between MS Dhoni and Zed Black Incense Sticks is truly iconic, symbolising unity and the spirit of collective goodwill.
Zed Black has always churned out quirky, radical and feel-good campaigns that resonate with the masses, be it the game changer TVC with MS Dhoni in a retro jersey look or the maiden campaign ‘Prarthna Hogi Sweekar’ that encouraged individuals to give their all in pursuit of their aspirations, these campaigns have exemplified the notion of embracing the strength of prayers.
As the World Cup unfolds with India putting forth an exceptional performance, Zed Black has launched a heartwarming TVC campaign that captures the essence of friendship, unity, and collective prayers. In the TV commercial MS Dhoni can be seen enjoying a thrilling match with a group of friends. While the group shares a nail-biting moment in the game, the Captain Cool speaks about the spirit of viral prayers in tough times. It beautifully portrays how a simple moment shared with friends can turn into a heartfelt collective blessing for our beloved cricket team.
Speaking about this partnership, Mysore Deep Perfumery House director Ankit Agrawal shared “We are truly honored to have reunited with the legend, MS Dhoni as a part of the Zed Black family since almost a decade now. His leadership and the values he stands for aligns perfectly with our brand ethos. Through this dynamic association, we hope to inspire individuals and communities to come together, celebrate moments, and extend their collective blessings”.
As part of its expansion strategy, the company is investing to double its manufacturing capacity to meet the growing demand, strengthen retail presence, expand its distribution network and add more product verticals this fiscal to meet the growing domestic demand.
MDPH operates in a vast 9,40,000 sq. ft manufacturing facility located in Madhya Pradesh, comprising of five factories, producing over three crore incense sticks daily. Their extensive product line consists of 1,200+ products, which are distributed to more than 40 countries across six continents. The company sells around 15 lakh packs of incense sticks every day.
“The new TVC, which captures sentiments of joy and euphoria is sure to make waves and strike a chord with the nation and offer their shared prayers and well-wishes for Team India. Zed Black has established a strong presence in the preferences of Indian consumers and has a significant share in the Indian market. Our strategy involves a dedicated focus on a wide array of regional fragrances, alongside our commitment to exploring innovative fragrances and research and development methods. With the upcoming festive season, we anticipate a surge in demand”, remarked Mysore Deep Perfumery House director Anshul Agrawal.
Conceptualised by Oberoi IBC the TVC will be promoted through a 360-degree approach across News & GEC Channels for the festive season. Oberoi IBC MD Anand Oberoi said, “With their products being an integral part of households across India, Zed Black has often been associated with the power of prayers and spiritual rituals. This collaboration with MS Dhoni and the new TVC underlines the belief that collective prayers have the potential to create a positive aura and bring good luck not only to the cricket field but also to our lives.”
Mysore Deep Perfumery House (MDPH), with a rich history spanning three decades, is renowned for its diverse range of top-notch products. Their portfolio includes agarbatti, essential oils, hand sanitizers, packaged tea, dhoop batti, confectionery, and more. Some of their household brands include Zed Black, Manthan, Samarpan, Coach, Orva, and Din Din.
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.
