As the celebrations of Navratri commenced, Zed Black, an incense stick manufacturer, exporter, and retailer unveiled its latest range of fragrance offerings designed to elevate the festive spirit in Indian homes. Zed Black explains that it has introduced natural, premium, and eco-friendly products that cater to the growing consumer demand.
From herbal Sambrani Dhoop cups to charcoal-free bambooless incense sticks in premium fragrances like kaccha bela, camphor and more, the brand has curated a collection of what it calls spiritual must-haves. The goal is to ensure that households can create a serene and divine atmosphere throughout this festive season
Medianews4u.com caught up with Ankit Agrawal, Director MDPH and Zed Black
Q. How is the festive season looking like for Zed Black and the fragrance category compared to 2023?
The festive season is shaping up to be exceptional this year, with significantly more market traction compared to last year. Customers are eager to explore new fragrances and products. Building on the legacy of our popular Zed Black 3 in 1 format that has been a bestseller for over a decade, Kesar 3 in 1 brings a fresh twist to become a customer favourite. In addition, we’ve launched La Riva Agarbatti Gift Set, featuring an extraordinary Oudh-based fragrance that stands out as one of the most remarkable scents that enjoys global popularity. Reed diffusers, too, are gaining momentum which we have launched under our D2C aromatherapy and lifestyle brand Orva.
Pooja or prayer essentials category and Charcoal-free agarbatti have seen a significant growth in the agarbatti industry over the past decade, and Zed Black has been at the forefront of this movement. We’re excited to introduce our latest innovation: the White Series, featuring large zipper packs of Charcoal-Free Agarbatti in Rose, Mogra, Sandal, and Champa scents. These monthly packs are designed with convenience in mind, featuring a handle for easy carrying and resealable zippers to maintain freshness.
Overall, consumer behaviour in India is shifting, with increased usage and consumption across various categories. People are more open to experimenting with new products and fragrances, which is a promising sign for the market. The outlook is very positive and encouraging.
Q. Could you shed light on marketing activities that Zed Black will do to capture the consumers attention and grab share?
We continue to rely on our traditional approach of television and newspapers, while consistently running BTL activities to increase consumer awareness. At the same time, we’ve been strengthening our presence on the digital front.
Social media, in particular, is playing a key role in directly engaging with our customers. By leveraging these various media channels, we’re working to use them more effectively to boost brand awareness and promote our latest product launches.
Q. Is Zed Black focussing its marketing activities across the country or just on specific markets that it sees leading sales growth? Kindly elaborate.
We’ve been very fortunate in our reach, as we’re present in every corner of the country. No market is more important than another for us—each one holds great value. Our advertising efforts span across India, including regional newspapers and TV channels. Additionally, we’ve expanded our focus to international markets, running TV ads in the US as well. We’re making a concerted effort to reach audiences in all key geographies.
Q. Could you shed light on the theme of the campaign? Will it look to build on what was done last year?
This year’s campaign is designed to build on the success of last year while introducing fresh elements that align with current consumer trends. The core theme revolves around enhancing the festive experience with our new range of products, particularly focusing on the blend of traditional and modern fragrances. We’re also introducing exciting contests to engage our customers more actively on our social media handles. These contests revolve around creating festive memories using our products, offering participants a chance to win special prizes.
In terms of new products, we’re launching a variety of premium incense sticks, including unique fragrances like Oudh, Kaccha Bela, and camphor-based options. Additionally, our prayer essentials category ‘Samarpan’ has expanded to include ready-to-use items like Ghee Diyabatti, further enriching the customer’s festive rituals. This campaign combines the spirit of the season with product innovation, ensuring a deeper connection with our audience.
Q. During the festive season what role will on-ground marketing activities play for Zed Black?
BTL activities have been a crucial aspect of our strategy, where we consistently engage in various initiatives. We began with free sampling and then moved to canopy activities to increase visibility. Additionally, we’re actively participating in local fairs, allowing us to directly interact with end consumers and understand their preferences. This year, we’ve also planned to roll out around 500 display stands for retailers, providing them with a dedicated space to showcase our products more effectively.
Q. The youth is a key TG. Could you shed light on the digital strategy during the festive season? Is it going to be mostly about performance marketing?
The youth is indeed a key target group for us, especially during the festive season, and our digital strategy is tailored to engage and resonate with them effectively. This year, we plan to adopt a multi-faceted digital approach that combines both performance marketing and brand awareness campaigns.
While performance marketing will play a significant role, driving immediate sales and conversions through targeted ads and promotions, we also recognize the importance of storytelling and emotional connection during this festive time. Therefore, we will integrate engaging content across social media platforms to highlight our products’ cultural significance and how they enhance festive celebrations.
We aim to leverage influencers and user-generated content to create authentic engagement, encouraging the youth to share their experiences with our products. Additionally, we will utilise data analytics to monitor performance and optimize our campaigns in real-time, ensuring that we reach our audience effectively. Overall, our strategy will balance performance-driven tactics with brand-building initiatives, making it a comprehensive approach to connect with the youth during the festive season.
Q. How has Dhoni’s presence added credibility and visibility to the brand?
Dhoni is an incredibly powerful brand in himself. As India’s most successful cricket captain, he embodies trust, resilience, and inspiration for millions across the country. Having him as our brand ambassador for the past seven years has been a tremendous asset. His association with our brand has not only strengthened our image but also built a deep connection with consumers.
The trust factor is amplified with Dhoni, and his presence ensures strong brand recall, making it easy for customers to relate to our products. What makes this partnership even more special is its longevity—seven years, which is unprecedented in the agarbatti industry. No other brand in this space has had a celebrity ambassador for such an extended period, further underscoring the strength of our collaboration.
Q. While the partnership with him has been on for seven years now that Dhoni has retired from playing will Zed Black continue with him or choose an active cricketer?
While Dhoni may have retired from active cricket, his influence and stature in the hearts of millions remain as strong as ever. His journey from humble beginnings to becoming India’s most successful cricket captain makes him a timeless icon of trust, perseverance, and leadership—qualities that deeply resonate with Zed Black’s brand ethos.
Our partnership with Dhoni has been incredibly successful over the past seven years, and we believe his connection with our consumers goes beyond just his role as a cricketer. For us, it’s not just about having an active sports figure but someone who embodies the values we stand for. At this point, we are confident that Dhoni continues to be the perfect ambassador for Zed Black, and we don’t see a need to change that. However, we’re always open to evolving as the brand grows and expands.
Q. What percent of Zed Black’s marketing spends goes towards cricket and sports?
Approximately 15 to 20% of Zed Black’s marketing spend is allocated towards cricket and sports, a significant portion of our overall marketing budget. As one of the biggest advertisers in the segment, we recognise the immense value that sports, especially cricket, holds in India. Cricket is not just a sport in our country; it’s a passion that unites millions across diverse geographies and demographics. By investing in cricket, we tap into this deep connection, creating a strong emotional resonance with our consumers.
Our flagship association with MS Dhoni, one of India’s most iconic cricketing legends, is a testament to how we’ve strategically aligned our brand with the trust and values that cricket embodies. Beyond the Dhoni partnership, we also engage in various cricket-related sponsorships, events, and campaigns to further strengthen our visibility and brand recall.
This focussed investment in sports marketing has been instrumental in positioning Zed Black as a leading brand in the prayer essentials and fragrance industry. Whether it’s through television ads during high-viewership cricket matches or collaborations with cricketing events, our goal has always been to leverage the power of sports to reach a broad audience and build lasting connections. We are proud to be one of the biggest advertisers in the segment and will continue to harness the power of sports to grow our brand further.
Q. Zed Black has partnered with the IPL franchise Delhi Capitals. Is the goal reach or engagement?
We partnered with Delhi Capitals and prominently placed our logo on the match and training trousers of the team. This partnership was significant, as we became the first Agarbatti company to collaborate with an IPL team, marking a milestone in our industry. The association brought us excellent traction and visibility, showcasing our brand to a vast audience.
Although we couldn’t continue the partnership this year due to other factors, it was a valuable engagement and a great opportunity to connect with cricket fans across the country. We also pioneered the concept of a “prayer partner,” creating a unique category that aligns with our brand ethos. Looking ahead, we see immense potential for similar collaborations in the future.
Q. Some companies do deals with multiple IPL franchises. Is Zed Black following a similar route and being the Official Prayer Partner which I think is a new category?
Zed Black has been proactive in exploring partnerships not just in cricket but across various sports, including regional leagues. Recently, we partnered with league matches in Madhya Pradesh like the Scindia Cup to promote regional talent, reflecting our commitment to supporting local communities and celebrating homegrown athletes. This initiative allows us to connect more personally with consumers while enhancing our brand visibility.
Recently, during the India-Sri Lanka series, we utilized 3D ads that aired during gameplay, ensuring maximum visibility.
As an official prayer partner, we see the potential in this new category and are open to exploring similar collaborations in the future, provided our budgets allow. Engaging with various sports, including cricket and other disciplines, aligns with our marketing strategy to foster a sense of pride and unity within communities.
Q. What went behind the decision to rope in Hritik Roshan for manthan dhoop to create an impact in an unorganised space
Dhoop is a rapidly growing category, and we aimed to establish a distinct identity for it to enhance customer understanding. To achieve this, we decided to introduce a separate brand ambassador. Having initially partnered with a cricketer, we recognised the immense influence of Bollywood in India, as these two industries represent the country’s major passions.
Given that Dhoop is primarily sold in Hindi-speaking markets, especially in regions like Madhya Pradesh, UP, Chhattisgarh, Rajasthan, Delhi NCR and more, we sought a Bollywood celebrity who could resonate with our audience. Who better than Hrithik Roshan, often referred to as the “Greek God”?
Hrithik appeals to both the masses and class audience, making him a unique choice as a brand ambassador. Few celebrities possess the ability to connect with such a diverse audience. He has been our brand ambassador for Manthan Dhoop for nearly four years, during which we’ve successfully created this category. Today, we proudly hold the title of number one in Zipper Dhoop and are likely the leading brand overall in the Dhoop segment in the country. Hrithik has proven to be an exceptional ambassador for Manthan Dhoop, significantly contributing to our growth and success in this market.
