Mumbai: An incense and fragrance brand Zed Black has announced its association with Zee TV’s newest reality show Chhoriyan Chali Gaon as a Co-Powered By Sponsor, marking the festive occasion of Ganesh Chaturthi with its flagship campaign, ‘Prarthna Hogi Sweekar’.
The reality show, which premiered on August 3, features 11 popular celebrities and influencers including Anita Hassanandani, Aishwarya Khare, Anjum Fakih, Reha Sukheja, Rameet Sandhu, Erika Packard, Krishna Shroff, Chinki-Minki, Dolly Javed, and comedian Sumukhi Suresh. Shot in Bamuliya, Madhya Pradesh, the format challenges participants to give up urban comforts and experience rural living, while forging meaningful connections with villagers.
This festive season, Zed Black amplified the celebrations of Ganesh Chaturthi on the show by aligning its brand ethos with the rituals of devotion and perseverance. The campaign message ‘Prarthna Hogi Sweekar’ reinforces the idea that prayers made with sincerity and effort are always accepted — a thought that resonates deeply with both the festival’s traditions and the contestants’ journeys on the show.
Ankit Agrawal, Director, Mysore Deep Perfumery House (MDPH) shared, “At Zed Black, every festival is an opportunity to celebrate the values of faith, family, and togetherness. Ganesh Chaturthi, in particular, is close to our hearts as it marks new beginnings and the spirit of devotion. Associating with Chhoriyan Chali Gaon during this time, and aligning it with our flagship campaign ‘Prarthna Hogi Sweekar’, allows us to connect with audiences at an emotional and cultural level while celebrating the beauty of India’s traditions.”
Anshul Agrawal, Director, Mysore Deep Perfumery House (MDPH) & Zed Black, further added, “This Ganesh Chaturthi, our message of ‘Prarthna Hogi Sweekar’ goes beyond devotion — it is also about empowerment and progress. At Zed Black, we take pride in being rooted in Indore and in the strength of over 4,000 women who form the backbone of our agarbatti-making. Their dedication embodies the spirit of prayer and perseverance, and it is this blend of tradition and resilience that makes every festive moment truly special.”
The festive season is a crucial period for Zed Black, with demand for incense sticks and puja essentials at its peak. Through this integration with Chhoriyan Chali Gaon, the brand reinforces its role as a trusted partner in household prayers, symbolizing prayer, purpose, and progress.
Mysore Deep Perfumery House (MDPH), the parent company of Zed Black, has a workforce of over 4,000 people — 80% of whom are women — engaged across fragrance creation, production, and packaging. With a manufacturing capacity of 3.5 crore incense sticks daily at its 9,40,000 sq. ft. facility in Madhya Pradesh, MDPH boasts a portfolio of over 1,200 products and exports to 45+ countries across six continents. Every day, the brand sells 15 lakh packs of incense sticks through a strong retail and e-commerce presence, including Amazon, Flipkart, and its official online store.
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