Mumbai: Zed Black, the flagship fragrance and devotional products brand from Mysore Deep Perfumery House (MDPH), has unveiled its latest television campaign ‘Sab Shubh Hoga’ featuring cricketer MS Dhoni, marking its strategic expansion into the camphor and pooja essentials category.
Launched on the first day of Chaitra Navratri, the campaign introduces Zed Black Samarpan Pure Camphor and Bhimseni Camphor, tapping into the heightened spiritual sentiment during the nine-day festival observed across India. The campaign will be rolled out across television, digital platforms, social media, and retail touchpoints nationwide, with Dhoni also featuring on product packaging.
Conceptualised by Oberoi IBC, the TVC presents Dhoni as a narrator, capturing slices of everyday life—a student, an office-goer, and a shopkeeper—each holding on to hope for a better tomorrow. The narrative reinforces the campaign’s central message of optimism and faith: “Sab Shubh Hoga.”
The campaign marks Zed Black’s focused push to expand beyond its core incense portfolio and establish a strong foothold in the growing camphor segment. By leveraging Dhoni’s calm and trusted persona, the brand aims to connect with both traditional and younger audiences through a simple, reassuring message.
Speaking about the campaign, Ankit Agrawal, Director, Mysore Deep Perfumery House, said, “With ‘Sab Shubh Hoga,’ we wanted to capture a sentiment rooted in faith, positivity, and the belief that every sincere prayer brings hope. Our decade-long association with MS Dhoni reflects these values of trust and belief, making him a natural fit for the brand. With Zed Black Samarpan Pure Camphor and Bhimseni Camphor, we aim to strengthen our presence in the devotional products market, lead the Bhimseni camphor category, and make it widely accessible as we move towards the ₹1,000 crore milestone.”
The campaign highlights Pure Camphor and Bhimseni camphor, widely used in Indian prayer rituals and valued for their purifying and wellness properties. The products are available in multiple formats, including jars, zipper packs, and pouches ranging from 2 gm to 500 gm, catering to diverse consumer needs.
With this launch, Zed Black is positioning its camphor range as a mass-premium offering, aiming to build category leadership through strong availability across general trade, modern retail, and quick commerce platforms.
Commenting on the company’s growth strategy, Anshul Agrawal, Director, Mysore Deep Perfumery House, said, “The company continues to invest in expanding manufacturing infrastructure and strengthening its distribution network to support new categories such as camphor and pooja essentials. Our broader focus remains on building a fragrance-led FMCG portfolio backed by innovation and sustainable manufacturing initiatives.”
Speaking on the campaign, brand ambassador and ace cricketer MS Dhoni added, “With Zed Black, the message has always been simple ‘Do your best and believe.’ ‘Prarthana Hogi Sweekar’ celebrated that thought, and ‘Sab Shubh Hoga’ will continue to inspire people to stay positive and move forward with faith.”
Over the years, Zed Black has grown into one of India’s leading fragrance and devotional product brands, with a presence across incense sticks, dhoop, pooja essentials, lifestyle fragrances, and camphor products. The company currently reaches over 10 lakh retail outlets and operates in more than 40 international markets.
As part of its next phase of growth, Zed Black is targeting the ₹1,000 crore revenue milestone by FY28, while aiming to build leadership in emerging devotional product categories such as Pure Camphor and Bhimseni camphor.
