Mumbai: ITC Mangaldeep, an incense brand, has launched a new brand film centred on its pioneering Sixth Sense initiative, a programme that integrates visually impaired individuals into the core of its fragrance development and evaluation process. Conceptualised by Ogilvy, the campaign moves beyond conventional narratives of inclusion to highlight the unique sensory expertise that visually impaired fragrance evaluators bring to product innovation.
The film tells a simple yet evocative story set around a neighbourhood cricket match. It follows Amit, a visually impaired child, and his friend Rohan. When Amit effortlessly identifies that Rohan has secretly eaten samosas without sharing, based solely on the lingering aroma of oil on his hands, the film subtly illustrates the heightened olfactory awareness that forms the foundation of the Sixth Sense initiative.
Closing with the line, “Smell what is possible,” the film positions fragrance perception not as a limitation overcome, but as a specialised skill that can enrich product creation.
Launched in 2021, the Mangaldeep Sixth Sense Panel has evolved into a structured and ongoing collaboration with the visually impaired community. Today, the initiative includes more than 180 trained panelists across Chennai, Kolkata, Mumbai, Delhi and Hyderabad, who actively contribute to the evaluation and refinement of Mangaldeep’s fragrance portfolio.
The participants undergo training by ITC Mangaldeep’s in-house fragrance experts, familiarising themselves with key fragrance families including Fruity, Floral, Woody, Herbal/Mint and Oudh/Amber. Through exposure to raw materials, fragrance blends and product formats such as dhoop sticks, agarbattis, premium cups and sambrani sticks, panelists develop specialised expertise and participate in regular fragrance trials using structured evaluation protocols.
Their feedback directly influences product development, helping the brand refine fragrance profiles through insights that conventional testing methods may not capture.
Commenting on the initiative, Rohit Dogra, Chief Executive, Matches & Agarbatti Business Division, ITC Ltd., said, “At ITC Mangaldeep, we have always believed that the finest fragrances are shaped not just by expertise, but by the depth of human perception. The Sixth Sense programme began as a conviction that those who experience the world differently often understand it most acutely. Over four years, our visually impaired panelists have moved from being participants to becoming indispensable collaborators in how we develop and refine our fragrances. This campaign is our way of sharing that truth. Not as a story of inclusion but as a story of craft.”
The campaign aims to challenge traditional perceptions of inclusion by showcasing visually impaired individuals as highly skilled contributors to a specialised process rather than beneficiaries of a social initiative.
Speaking about the creative approach, Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy India, said, “The starting point of this project was so good that writing a film for it was sheer delight. ITC Mangaldeep’s Sixth Sense project has found a way to employ the superpowers of the visually impaired as fragrance testers. This is where we wanted to pitch the film. Set between two small-town friends the film takes the audience through an awkward moment between them, when one friend discovers the superpower of his visually impaired friend’s nose.”
Adding to this, Kainaz Karmakar, Chief Creative Officer, Ogilvy India, said, “The director Talha Bin Mohsin has captured their relationship and the tenderness of the moment beautifully. We have to mention that it takes a brave client to allow this kind of storytelling, where the emotion leads and the brand follows.”
Over the years, the Sixth Sense initiative has become an integral component of Mangaldeep’s product development process. The company views the visually impaired panel not as participants in a social programme, but as fragrance specialists whose heightened olfactory capabilities provide valuable sensory intelligence.
By positioning expertise at the centre of the narrative, the campaign reflects a broader shift in how brands approach inclusion—focusing on capability, contribution and craftsmanship rather than representation alone.
With the launch of the film, ITC Mangaldeep continues to reinforce its commitment to innovation in fragrance creation while highlighting the role diverse perspectives can play in enhancing product excellence.
Agency Credits
Creative Agency: Ogilvy Mumbai
CCOs: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Copywriters: Kainaz Karmakar and Harshad Rajadhyaksha
Deputy CSO India: Ganapathy Balagopalan
Creative Team: Rajesh Mani, Ramakrishnan Hariharan, Zarwan Divecha
Account Management: Roshni Mohan Parameswaran, Neha Ling, Sanjana Potdar
Brand Planning: Nirav Parekh, Ramana Charan and Prayant Chawda
Production House: Better Late Than Never
Director: Talha Bin Mohsin
Executive Producer: Talha Bin Mohsin, Shayak Dady Roy
Producer: Nishant Roy
DOP: Sudip Sengupta
Music: Subhajit Mukherjee
