Incense sticks brand Zed Black has launched a new TVC featuring cricketer MS Dhoni, conceptualised by Oberoi IBC.
The ad film showcases a young girl running into the house carrying lit incense sticks, set to a pleasant and auspicious background score. She runs to Dhoni who is seated for prayers and sits beside him. He says that in homes that pray everyday, there is no dearth of peace of mind (Mann ki shanti) as he inserts the sticks into a banana. The brand signs off as he spells out the brand’s long standing campaign line, ‘Prarthana hogi sweekar’ (Prayers will be answered).
The TVC will be promoted across channels during the festive season, supported by social media engagement using #MannKiShanti, informed an official statement.
Ankit Agrawal, Director, Mysore Deep Perfumery House & Zed Black, said, “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.”
Anshul Agrawal, Director, Mysore Deep Perfumery House & Zed Black, added, “We are honoured to collaborate with MS Dhoni yet again, a true icon who embodies resilience and strength, 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.”
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