Mangaldeep, ITC’s agarbatti brand, has launched a video on the occasion of World Sight Day (October 12), commemorating the contribution of its over 150 visually impaired ‘Sixth Sense’ fragrance testers and their contribution in creating unique and superior fragrance varieties.
The brand has set up flagship ‘Sixth Sense’ panels in Delhi, Kolkata, Mumbai, Hyderabad and Chennai, to provide employment opportunities to visually challenged people by tapping into their keen olfactory abilities.
Mangaldeep has made them a part of the fragrance evaluation process at the product testing stage.
The video features a visually impaired individual walking through the bylanes leading to his house and describing the surroundings around him by inhaling the aroma. He says that although he does not have the power of vision, he has a superior sense of smell which has helped him earn a livelihood as an ITC Mangaldeep ‘Sixth Sense’ panellist and lead a dignified life.
“The members of Mangaldeep ‘Sixth Sense’ panel have been able to capture minute variations in fragrance strengths and are bringing in high value-addition in olfactive matching of fragrances, a crucial process which involves matching a fragrance to a benchmark,” informed an official statement.
It added that the panel has played significant roles in the creation of unique fragrance varieties of Sandal, Rose, Lavender and Marigold.
Film Credits
Creative Agency: Dentsu Creative
Production House: Thumbnail Pictures
Producer: Samira Bandyopadhyay
Director (Film): Sudip Bandyopadhyay
Co-director (Film): Achal Bhatti
Feedback: [email protected]
(This information is published from a press release.)
