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Tag: Gaurav Tayal

  • Scents of purpose as Mangaldeep expands its ‘Sixth Sense’ fragrance panel

    Scents of purpose as Mangaldeep expands its ‘Sixth Sense’ fragrance panel

    MUMBAI: Who needs sight to sense greatness? At Mangaldeep, fragrance creation is being reimagined, one heightened sense at a time. ITC Mangaldeep, India’s leading incense brand, is proving that scent goes beyond sensory pleasure, it can also be a catalyst for purpose, pride, and inclusion. With the expansion of its “Sixth Sense Panel” to 180 visually impaired individuals, the brand is building a fragrance development process where ability, not disability, takes centre stage.

    Launched in 2021, the initiative taps into the clinically established superpower of the visually impaired: an enhanced sense of smell. Now comprising panelists from Mumbai, Delhi, Hyderabad, Chennai and Kolkata with academic and professional credentials to match this one-of-a-kind team is actively shaping Mangaldeep’s latest offerings. So far, it has influenced hits like Sandal, Rose, Lavender, and Marigold incense variants.

    In June 2025, 30 new panelists completed a specialised olfactory training programme, where they fine-tuned their scent articulation across fragrance families from fruity to floral, woody to oudh. With access to Mangaldeep’s in-house experts and structured evaluation tools, these panellists are now key contributors to product innovation, turning scent into a shared language of dignity.

    “This is no CSR tokenism. The Sixth Sense Panel has become integral to how we develop fragrances,” said ITC Ltd divisional chief executive for agarbatti & matches business Gaurav Tayal. “It brings us perspectives we’d otherwise miss.”

    The initiative draws inspiration from research at the Massachusetts Eye and Ear Institute, which found that the visually impaired often possess superior olfactory faculties, a super-skill Mangaldeep is now mainstreaming into the fragrance industry.

    Former Blind Cricket World Cup winner Mahender Vaishna, now a panellist, called the experience “empowering and dignifying,” while Radio Udaan co-founder Minal Singhvi  credited the programme with helping her rediscover joy, confidence, and creative purpose.

    At its core, Mangaldeep’s inclusive innovation is about rewriting the narrative around disability not through sympathy, but through strength. In the process, it’s proving that the soul of scent lies not in how it’s seen, but in how deeply it’s felt.

    As brands across sectors explore meaningful inclusivity, Mangaldeep is lighting the way, one fragrant step at a time.

  • ITC Mangaldeep Integrates Augmented Reality for Maha Kumbh 2025 Experience

    ITC Mangaldeep Integrates Augmented Reality for Maha Kumbh 2025 Experience

    MUMBAI: It’s taking reality into another fragrant and spiritual dimension. ITC’s incense brand Mangaldeep has introduced 3D augmented reality to coincide with Maha Kumbh 2025. This innovative initiative allows devotees to immerse themselves in sacred rituals such as Shahi Snaan (royal bath), Deep Daan (lamp offering), and Aarti (prayer ceremony) from the comfort of their homes. You too can do so from where you are right now by clicking here.

    As the largest spiritual gathering on earth, occurring once every 12 years, the Maha Kumbh is expected to attract over 400 million devotees in 2025. Recognizing that many may be unable to attend in person, ITC Mangaldeep’s AR technology ensures that the transformative spirit of the event reaches a global audience.

    Through an exclusive AR experience, users can create personalised Maha Kumbh souvenirs and participate in virtual rituals while sharing their spiritual moments with loved ones. In addition, a hybrid Deep Daan ceremony will be held, where virtual offerings made by users will be physically taken to the Ganges each week, fostering a unique connection between the digital and physical realms.

    ITC matches & agarbatti division CEO  Gaurav Tayal stated, “The Maha Kumbh is a profound confluence of faith and tradition. Our AR initiative brings this sacred experience closer to millions, deepening the connection between innovation and spirituality.”

    ITC Mangaldeep’s commitment to integrating modern technology with ancient traditions positions it as a leader in transformative spiritual experiences, making access to the Maha Kumbh more inclusive than ever.

  • ITC Mangaldeep introduces ‘Fusion’

    ITC Mangaldeep introduces ‘Fusion’

    Mumbai – ITC Mangaldeep has launched its latest range of incense, Mangaldeep Fusion. This new offering is an innovative mix of classic and modern fragrances that aims to elevate the experience of its consumers. Mangaldeep Fusion is designed for those who seek harmony in their spiritual practices while embracing modernity. This innovative product range brings together carefully selected natural ingredients and fragrances that have been traditionally used in Indian households, aiming to transform the incense experience into a modern aromatic journey for devotion.

    Each pack of Fusion contains three variants of sticks, uniquely combining one traditional and one modern fragrance per pack. Each charcoal-free pack of incense brings a refreshing twist to daily prayers with its unique fragrance combinations, such as the calming essence of sandalwood paired with the earthy aroma of vetiver, or the soothing notes of lavender complemented by the grounding scent of sage. Additionally, it indulges users in the rich, resinous aroma of sambrani harmoniously blended with the deep, luxurious Arabian fragrance of Oudh.

    Commenting on the launch, ITC Ltd. chief executive, matches & agarbatti business division, Gaurav Tayal said, “We are happy to launch Mangaldeep Fusion, a range that truly embodies our strength in innovation while reinforcing tradition. We at Mangaldeep are excited about this innovative launch and the enthusiasm we’ve seen from consumers as well as our distributors and wholesalers has been overwhelming. This new range is not just a product launch, it’s a modern interpretation of timeless devotion, blending the best of traditional ingredients with contemporary fragrances.”

  • ITC Mangaldeep unveils ‘Dil se Karo Baat, Bhagwan Ke Saath’ campaign

    ITC Mangaldeep unveils ‘Dil se Karo Baat, Bhagwan Ke Saath’ campaign

    Mumbai: ITC Mangaldeep has announced its new campaign, ‘Dil se Karo Baat, Bhagwan Ke Saath,’ which translates to ‘Make God your close confidant.’ The campaign celebrates one’s divine connection with god. It illustrates the relationship between humans and god as that of between two friends where heartfelt conversations take place. With this campaign, the brand embraces a new positioning that encompasses a diverse set of lives, rituals, and ways of expressing beliefs.

    The ‘Dil se Karo Baat, Bhagwan Ke Saath’ embarks on a journey of strengthening the bond we share with god and persuades us to be transparent with him as he is our confidant. This joyful campaign reimagines this connection, fostering a personal and friendly bond with god. Inspired by everyday interactions where individuals share worries, seek solace, express gratitude, and celebrate events, the campaign emphasizes the human need for intimate communication with the divine.

    Being ‘an enabler of devotion and a sense of well-being’, the brand intends to be a part of both the grand festival celebrations as well as the prayers we do in between everyday moments. While Mangaldeep is an important part of temple visits, it also has a role to play in prayers which take place on the go, at workplaces, stadiums, and shops, when we are in need. The belief is that temples are the holy abode of our gods, but the brand also supports the perspective that god never leaves our side. Mangaldeep believes that prayers can bring our loved ones together while also strengthening our souls and creating a personal space of calm.

    Speaking on the launch of this creative communication campaign, ITC chief executive of the matches & agarbatti business (MAB) Gaurav Tayal said, “This campaign aims to illustrate our connection with god. Through this campaign, we move beyond the idea of god solely residing in places of worship and instead emphasize the possibility of experiencing the divine presence throughout our daily lives. Through relatable scenarios, we showcase how this connection fosters not just a sense of respect for god’s power, but also a sense of companionship.”

    To take this campaign to its target set of audiences, ITC Mangaldeep has launched a new ad visualised by Ogilvy India.

    Speaking about the campaign, Ogilvy India group creative director Rajesh Mani said, “Who do we have a heart-to-heart with? Usually, someone we feel really close to. There’s a sense of ease and comfort that we feel. In this campaign, we ask people to speak to that one person who is in all our hearts – god. He is the 24X7 friend, philosopher, and guide. He doesn’t mind how you pray or for how long, as long as it’s from the heart, he will listen. Mangaldeep brings forth this beautiful thought in a slice-of-life fashion expertly capturing the nuances and champions devotion and devotees. This film is a beautiful blend of tradition and modernity that is at the core of Mangaldeep.”

    In addition to the flagship TVC launch which will air from the 10 July in the states of Tamil Nadu, Andhra Pradesh, West Bengal, Arunachal Pradesh, and Kerala, Mangaldeep has a set of social media and influencer activities planned in line to promote this new positioning among its consumers.

  • Mangaldeep by ITC enhances celebrations at Lord Ram Temple in Ayodhya with Khushboo Path

    Mangaldeep by ITC enhances celebrations at Lord Ram Temple in Ayodhya with Khushboo Path

    Mumbai: On the momentous inauguration of the Lord Ram Mandir in Ayodhya on the 22 of this month, Mangaldeep, ITC’s Agarbatti brand, is spearheading a series of initiatives to actively be a part of and enrich the celebrations of devotees during the inauguration and beyond. Mangaldeep has joined hands with the Shri Ram Janmbhoomi Teerth Kshetra to implement various initiatives in honour of the proud occasion – Nutan Vigrah Pran Prathisthra of Shri Ram Lallaji.

    As part of the association Mangaldeep has donated its flagship dhoop, the “Mangaldeep 3 in 1 Dhoop,” for six months from the Temple’s opening date. This gesture aims to facilitate the daily puja rituals for the pandits, ensuring a seamless and aromatic devotional experience.

    On the day of the inauguration, Mangaldeep will be enhancing the devotees’ spiritual experience by installing a unique “Khushboo Path” within the Temple premises. This fragrant corridor, adorned with 5-foot tall agarbattis, has been meticulously crafted to diffuse the auspicious fragrance of Mangaldeep agarbatti throughout the Temple. Visitors passing through these corridors will be immersed in the pure and divine aroma of the agarbatti, providing them with a truly uplifting and spiritual experience during their Temple visit.

    Two agarbatti stands have also been installed at ‘Ram Ki Phedi’ where devotees can light incense sticks and offer their prayers to Lord Ram. Mangaldeep has also provided platforms for Pujaris at river ghats as well as pooja outlets, hawker setups and umbrellas for shade in the markets of Ayodhya. To facilitate the management of large crowds and ensure a smooth flow of devotees, Mangaldeep will be also providing 300 barricades at the main Temple and over 100 barricades at the Temple entrance.

    Speaking about Mangaldeep’s initiatives in the run-up to the inauguration of the Lord Ram Temple, ITC’s Agarbatti Business chief executive Gaurav Tayal said “For us at Mangaldeep, it is indeed an honour to be a part of this historic and sacred event. Our mission is to serve as the enablers of devotion in Temples as well as at devotees’ homes. We are fully committed to ensuring a harmonious and enriching experience for all those participating in the festivities of the Ayodhya Lord Ram Temple. We express our sincere gratitude to the Shri Ram Janmbhoomi Teerth Kshetra for entrusting us with the opportunity to serve the devotees.”

    For the grand inauguration, Mangaldeep initiated the “Mangal Aarambh” campaign, the objective of which was to empower and train the key stakeholders in Ayodhya—priests, shopkeepers, and hotel owners—who play pivotal roles in welcoming devotees, both from within India and abroad.

    This comprehensive campaign comprised five rounds of Sabhas, focusing on crucial themes such as tourism packages, pooja variants, product knowledge and storytelling. Through these sessions, a total of 490 participants were meticulously trained to become proficient guides, pujaris, hawkers and caretakers. Their expertise is geared towards providing an enriching and beautiful experience to visitors to the pious city of Ayodhya.

    The inauguration of the Ayodhya Ram Mandir on 22 January will indeed mark a momentous occasion for devotees, establishing it as one of the most significant pilgrimage sites in India. The Temple is anticipated to emerge as a major religious and cultural centre, attracting millions of devotees from India and around the world. ITC’s incense stick brand Mangaldeep is honoured to be a participant in this auspicious beginning.