The new Mangaldeep TVC attempts to capture a devotee’s strong association with the fragrance of Sandalwood agarbattis.
ITC’s Mangaldeep has announced the launch of its new TVC campaign — The Tradition of Sandal. It aims to reinforce the sandal variant’s strong preference among consumers, exemplifying tradition and uniqueness of the product. The TVC stars Mangaldeep’s brand ambassador Bhumika Chawla, as the protagonist. She has been associated with Mangaldeep for over 2 years now.
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Speaking about the new campaign, Ravi Rayavaram, Chief Executive, Agarbatti & Safety Matches Business, ITC Limited, said “Our new communication celebrates the tradition of original sandal and its close association with the fragrance of Mangaldeep Sandal agarbattis. It also announces the launch of our 2 new variants, Mangaldeep Classic Chandan and Rose Chandan in the sandal fragrance space.”
Rajesh Mani, Group Creative Director, Ogilvy added, “Sandalwood has a huge legacy in India; right from the ancient times to the modern. And now times are such that people are actively seeking solace in familiarity and nostalgia. The scent of real sandalwood never fails to evoke a sense of nostalgia in people. Creatively, it’s a trip down the memory lane for our brand ambassador Bhumika Chawla when she lights up a Mangaldeep Sandal agarbatti. The fragrance of real sandal transports Bhumika to her childhood. In short, Mangaldeep Sandal evokes the fragrance of real sandal.”