ITC Mangaldeep ropes in Babushaan Mohanty as brand ambassador

Mangaldeep

Babushaan Mohanty will be seen endorsing Mangaldeep — Jagannath Temple agarbatti brand during Rath Yatra this year.

Mangaldeep, ITC’s Agarbatti brand has roped in Odia actor Babushaan Mohanty for its agarbatti offering – the ‘Mangaldeep – Jagannath Temple’ agarbattis. Mohanty, a superstar of Odia movies, has built himself a career spanning over a decade. He has multiple hits and awards to his credit.

Mangaldeep — Jagannath Temple agarbattis are created by the rural women of Odisha under the aegis of ORMAS (Odisha Rural Development and Marketing Society). The brand was launched by the Chief Minister of Odisha, Naveen Patnaik, during last year’s Rath Yatra festival.

The agarbatti offers dual-fragrance sticks, with two differently coloured parts and are made with fragrances of items believed to be Lord Jagannath’s favourite (Tulsi, Neem, Chandan and Kasturi). The launch pack also has approval from the Temple administration of Shree Jagannath Temple, Puri as a mark of credibility. For every pack sold by ITC, the company will donate a dedicated amount mentioned on the pack to the Shree Jagannath Temple, Puri on behalf of the devotees.

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Speaking about the association, Ravi Rayavaram, Chief Executive, ITC’s Agarbatti Business, said “We are happy that more local hands are joining for Mangaldeep’s mission of bringing home the divinity of Jagannath Puri temple. We are also very grateful of ORMAS and Shree Jagannath Temple, Puri who hailed the baton with us last year to launch this divine product for lacs of Lord Jagannath’s devotees. Babushaan, a devotee of Lord Jagannath and one of the most loved persons in Odisha was a perfect fit for the brand to take this mission to every house in Odisha.”

“It is a great pleasure to be associated with ITC’s Mangaldeep brand and that too for a divine product made for the people of Orissa. Mangaldeep Temple’s brand mission is to help consumers experience the divinity of the temple in their homes. I am excited to be a part of this mission.  I am also excited that the agarbatti provides a source of livelihood to many rural women of Odisha. ITC, ORMAS, and the Shree Jagannath Temple, Puri have come together and I am happy to be associated with this unique initiative,” added Babushaan Mohanty.

On the cusp of this year’s Rath Yatra festival, Mangaldeep will be airing a  TV program with the celebrity on TV during Rath Yatra. The actor would use the screen space to tell interesting stories about Lord Jagannath and the temple, along with views from the experts.

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