Tag: Mr. Ravi Rayavaram

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ITC’s Mangaldeep Agarbattis brand Launches a new TVC “The Tradition of Sandal” starring Bhumika Chawla, ITC Mangaldeep’s Brand Ambassador

Dec 12, 2020 by Rekha Nair 0 Comments #Agarbatti & Safety Matches Business, #brand ambassador Bhumika Chawla, #Chief Executive, #Group Creative Director, #ITC Limited, #Mangaldeep, #Mr. Rajesh Mani, #Mr. Ravi Rayavaram, #Ogilvy

New Delhi: Mangaldeep, ITC’s leading Agarbatti brand announces the launch of its brand new TVC campaign, “The Tradition of Sandal”. The new campaign will reinforce Mangaldeep sandal variant’s strong preference with consumers that exemplifies tradition and uniqueness of the product. The TV commercial stars Mangaldeep’s brand ambassador, the popular star Bhumika Chawla, as the protagonist, passes-on the tradition and legacy of Mangaldeep Sandal. Bhumika has been associated with Mangaldeep for over 2 years now and has won hearts of many with her role as a caring mother.

Mangaldeep’s New TVC, for its flagship variant ‘Mangaldeep Sandal’ is a warm and heart-rending film which revolves around tradition, nostalgia and legacy associated with the variant. The scent of Mangaldeep’s Original Sandal Agarbatti takes her back to her childhood, to the tradition of making sandal paste with her grandmother for daily puja. Now Bhumika and her children, continue the legacy of sandal with Mangaldeep Original Sandal Agarbatti. The new commercial eloquently captures the devotee’s strong association of the fragrance of Mangaldeep Sandal with the tradition of real sandalwood used in daily puja.

Mangaldeep further expands the offerings in its sandal portfolio with the launch of two new fragrances, “Mangaldeep Classic Chandan“ and “Mangaldeep Rose Chandan”. Mangaldeep Classic Chandan is a new sandal fragrance with a calming and soothing aroma, with distinct brown battis, specially crafted for consumers looking for a rich sandal fragrance. Mangaldeep Rose Chandan is an innovative new fragrance, inspired by age-old custom of mixing rose water with sandal paste. It is a perfect blend of rose and sandal fragrance, curated to provide an exceptional sensorial experience to consumers.

Speaking about the new campaign, Mr. Ravi Rayavaram, Chief Executive, Agarbatti & Safety Matches Business, ITC Limited, said “Devotion is the ethos of Indian culture, and when we talk about devotion, agarbattis inevitably become of immense significance. Our flagship variant Mangaldeep Sandal is one of the best products in this category and has long been loved and trusted by devotees across the country. 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.”

Mr. Rajesh Mani, Group Creative Director, Ogilvy, said “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.”

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ITC Mangaldeep agarbatti brand performs “Loka Kshema Puja” for the welfare & wellbeing of all

Oct 19, 2020 by Gouri Achary 0 Comments #ITC Mangaldeep agarbatti, #Loka Kshema Puja, #Mr. Ravi Rayavaram

Mangaldeep has initiated the devotional ‘Loka Kshema Puja’ across the country enabling devotees to pray for the prosperity of the nation. As part of the initiative, Mangaldeep has spearheaded a series of pujas pan India spanning the ensuing festive season.

These pujas will be performed by a total of 200 plus priests through a mass chanting of mantras across the 7 cities of Chennai, Bangalore, Mumbai, Delhi, Kolkata, Varanasi, and Mathura. Mangaldeep will conduct these pujas in a grand manner on-ground and live stream them on its social media (Facebook) page so that devotees can view and participate from the comfort of their homes.

Mangaldeep plans the first puja ‘Mrityunjaya Homa’ at the Punya Bhumi of Varanasi on 21st October to pray for the elimination of negativity and invigorate everyone with energy and positivity for the restoration of health and energy. This involves performing of rituals and chanting of mantras by 25 priests for over 4 hours following all the social distancing norms. The puja can be viewed on Mangaldeep’s Facebook page.

This will be followed by ‘Chandi Homam’ in Bangalore on 25th October which will be performed by 25 priests simultaneously for the protection from obstacles and sufferings and a blessing for a happy life.

Other pujas that are planned as part of the initiative across different regions of the country include:

· ‘Maha Sudharshana Homa’ by 30 priests in Chennai on 31st October to pray for positivity and to alleviate worry & anxiety

· ‘Durga Homam’ by 30 priests in Kolkata on 8th November to attract blessings for the prevention of affliction and guard mankind

· ‘Lakshmi Puja & Vishnu Sahasranama’ by 25 priests in Mathura as Diwali special puja on 14th November & to gain spiritual strength & energy and to pray for the eradication of ill – health & everyone’s wellbeing.

· ‘Danvantri Homa’ with 30 priests in Mumbai on 21th November to pray for a long life & good health

· ‘Rudra’ Homa by 30 priests in Delhi on 29th November to pray for rejuvenation & revival from illnesses

The large-scale puja event is an evocative manifestation of Mangaldeep’s enduring commitment to become the most loved enabler and partner in the pursuit of devotion for every individual and family. In these trying times, when worry & anxiety have been prominent amongst many households, spreading positivity and helping devotees to participate in peace-inducing rituals underscores the brand’s purpose to be a “Pathfinder” in one’s devotional journey helping people attain a sense of hope and optimism through prayers.

Speaking about the initiative, Mr. Ravi Rayavaram, Chief Executive, Agarbatti & Safety Matches Business, ITC Limited, said, “In a country like India, devotion is the very essence of existence & people turn to prayers to seek positivity and answers during uncertainty. Mangaldeep has been a trusted & loved brand in the devotional space across the country.

The theme of ‘Loka KShema’ and the concept of ‘Prayer for the Nation’ is spiritual, inclusive and captures the power of a selfless prayer in line with Mangaldeep’s core values of being Simple, Accessible, Authentic & Collaborative while promoting Hope & Strength in every person & family.”

Mangaldeep has partnered with Harivara Pooja Services, India’s largest online pooja booking portal, for this initiative.