New Delhi: The Indian brand – Mysore Deep Perfumery House (MDPH) has welcomed Superstar Hrithik Roshan to their family consisting of a range of household perfumery products. Roshan joins MS Dhoni, who has been associated with the brand as the ambassador for Zed Black 3-in-1 Agarbattis.
Taking into account the pan India influence and popularity of Hrithik Roshan, MDPH hopes to reach out to consumers across the country with their premium Manthan Dhoop, a widely used product serving the religious and celebratory culture of Indian homes.
This partnership will promote the brand’s campaign “Manthan Zaroori Hai’. The announcement comes ahead of the brand’s multi-city expansion plans.
As part of an integrated marketing campaign across India, Hrithik Roshan will feature in the new commercial for ‘Manthan Dhoop’ to be aired across TV and digital platforms. The new commercial will also be aired during the upcoming festive season and IPL season. The ‘Manthan Zaroori’ campaign is conceptualized by Oberoi IBC, which draws inspiration from introspection that involves looking inward to examine one’s own thoughts and gain emotional awareness.
Speaking on the expansion plans Anshul Agrawal, Director & Partner MDPH said, “The association with Hrithik will help in establishing Manthan Dhoopbatti and Dhoopsticks as a nationally recognized brand which are also Bamboo Less. This is the first time that any Dhoop brand has roped in a brand ambassador. The synergy between Zed Black, our national brand ambassador MS Dhoni, and Hrithik as the face forManthan will enable us to fortify our position as one of the top 3 incense stick manufacturers in the country. Manthan Dhoop is the market leader across the country and North India predominantly with a wide range of fragrances and the new TVC featuring Hrithik shall connect with the youth to further strengthen our position in the country”.
Speaking about this one-of-a-kind association, Hrithik Roshan shared, “My association with Mysore Deep Perfumery House (MDPH) is built on us sharing the same vision – that of catering to Indian families at large. I am happy to be endorsing the line of Dhoop for their brand ‘Manthan’. Globally, the sense of smell is associated with cognitive resonance. In India, aromas are a popular tool to stir emotions. So I would say, our association is deeply mindful, One, that identifies the purpose, needs, wants and demands of the Indian household”.
The TVC will see Hrithik grooving to a melody of ‘Manthan Zaroori Hai’, a reflection of the many senses Manthan dhoopbatti arouses. The TV aims to capture the functional essence associated with the product. Happiness, faith, and a sense of deeper connection with oneself, the divine power, and community. The upbeat jingle is choreographed by ace choreographer Farah Khan.
Ankit Agrawal, Director & Partner MDPH further added, “At Mysore Deep Perfumery House, with over 25 years of experience of making the finest perfumes we feel, we have a shared vision and ethos, that connect with Hrithik, as a brand for his excellent connect with today’s youth; we are sure, ‘Manthan Zaroori Hai’, targeted at the millennials is all set to take the market with a storm. Creating innovative fragrances and variants with age-old secrets, transparent operations and process, and scalability are our main pillars that have consciously worked towards ensuring sustainable growth in the agarbatti manufacturing market”
Zed Black now holds the market share of more than 15% of the organized incense stick industry and has a large distribution network. Its manufacturing unit at Indore, MP is World’s largest Raw Agarbatti manufacturing unit employs 3000+ workforce out of which 80% are women. The company has set a strong global footprint with exports to 30+ countries like USA, Brazil, Ethiopia, Netherlands, Australia, Malaysia etc in 6 continents.Anand Oberoi, Managing Director Oberoi IBC said, “I am very pleased with thephenomenal growth of the ZED BLACK brand over the last 10 years. It has grown into one of the best incense brands in India today. Now the new campaign with Hrithik Roshan will definitely take the brand to new heights. It’s exciting and refreshing to work with such a talented celebrity, who shares similar understanding of Indian culture & lifestyle.”
Hrithik Roshan will be promoting Zed Black Manthan Dhoop and Dhoopbatti which are made from a gentle blend of essential oils and all natural ingredients which has aromatic fragrances of Mogra, Kevda, Chameli, Pineapple, Champa, Gold, Chandan, Guggal, Loban, Raatrani, Jasmine, Rajnigandha, Silver, Lavender, Charlie and Gulab. He also will be the face for Zed Black Manthan Sambrani Cups which are a powerfulsource of aromatic & positive energy and igniting just one cup gives a feeling of pious hawan at home everyday, and thus encompassing its benefits.
