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Tag: ITC Mangaldeep

  • Mangaldeep lights up Ayodhya’s record glow with an AR of devotion

    Mangaldeep lights up Ayodhya’s record glow with an AR of devotion

    MUMBAI: Who says faith and technology don’t mix? This Diwali, ITC Mangaldeep proved that devotion can go digital and dazzlingly so. As part of the Ayodhya Deepotsav 2025, the brand turned prayer into pixels with an Augmented Reality (AR)-powered campaign, enabling devotees across India to virtually light Diyas and become part of Ayodhya’s record-breaking glow.

    The grand spectacle in Ayodhya, hosted by the government of Uttar Pradesh, set a new Guinness World Record for the Highest Number of Oil Lamps Lit, an awe-inspiring 26,17,215 Diyas, surpassing last year’s total of 25,12,586 Diyas. But beyond the numbers, this Deepotsav stood out for how it united hearts across distances, one click, one flame, one prayer at a time.

    Through Mangaldeep’s AR-enabled microsite, devotees from every corner of India could light a virtual Diya that corresponded to an actual lamp in Ayodhya on 19 October. What began as a modest plan to light 1 lakh Diyas quickly turned into a wave of faith when over 1.3 lakh virtual Diyas were lit prompting the brand to mirror that devotion on the ground by lighting 1.3 lakh real Diyas as well.

    Adding to the sacred ambience was the Mangaldeep Khushboo Path, where 25 five-foot incense sticks and 25 Maha Havan Cups filled the air with divine fragrance, creating a multisensory experience that blended spirituality with spectacle.

    “At ITC Mangaldeep, we believe devotion is timeless, though the way we experience it continues to evolve,” said ITC Divisional CEO of matches and agarbatti division Rohit Dogra. “This year’s initiative not only united millions of devotees across India digitally but also became a part of history as Ayodhya achieved a Guinness World Record. It’s a step forward in making devotion immersive, inclusive and meaningful in today’s digital era.”

    The government, too, lauded the initiative. Ayodhya district magistrate Nikhil Tikaram Funde I.A.S noted, “We are delighted to have ITC Mangaldeep join the Deepotsav celebrations. Their digital effort allowed devotees nationwide to participate, reinforcing the spirit of unity and devotion that Deepotsav stands for.”

    As the sacred city shimmered under millions of flickering flames, Mangaldeep’s AR-driven participation marked a new chapter in how technology can transcend geography turning faith into an experience that’s as collective as it is personal.

    From app to aarti, the campaign embodied a rare harmony of the ancient and the avant-garde showing that in today’s India, even a Diya can have a digital soul.

     

  • ITC Mangaldeep lights up Ayodhya with AR magic

    ITC Mangaldeep lights up Ayodhya with AR magic

    MUMBAI: ITC Mangaldeep is taking Diwali devotion to the digital domain as it launches Digital Deepotsav, an Augmented Reality (AR) experience that lets devotees across India virtually light a diya and be part of Ayodhya’s iconic Deepotsav.

    Through the immersive microsite at ayodhyamangaldeepotsav.com, participants can offer prayers to Lord Ram, contribute their virtual diya, and watch as their light joins a collective glow illuminating the holy city on 19 October. Each virtual diya corresponds to a real diya lit in Ayodhya, making the celebration truly participatory.

    The brand aims to light a spectacular 1 lakh diyas arranged in a special design to convey faith, positivity, and unity. Visitors will also experience the mangaldeep khushboo path, with 25 five-foot agarbatti sticks and 25 maha havan cups filling the air with a divine fragrance, adding a sensory layer to the spiritual spectacle.

    ITC divisional CEO of matches and agarbatti Rohit Dogra said, “Devotion is timeless, but the way we experience it can evolve. Digital Deepotsav blends the sacredness of tradition with the possibilities of technology. Through AR, millions of devotees can light their diyas virtually and feel connected to Ayodhya’s spiritual energy.”

    With this initiative, ITC Mangaldeep reinforces its pioneering role in making devotion immersive, inclusive, and experiential, showing that faith and technology can shine together to create memorable celebrations.

     

  • ITC Mangaldeep distributes 100,000 jalbattis at Mahakumbh

    ITC Mangaldeep distributes 100,000 jalbattis at Mahakumbh

    MUMBAI: Incense sticks are a part of most Indian’s daily worship rituals. Whether in temples or at home, the beautiful perfume that permeates the place lends to a calmness of the spirit. ITC’s Mangaladeep has been among the more favoured national incense brands in the Maha Kumbh 2025.

    As part of its activities, ITC Mangaldeep has introduced a unique and innovative offering, Mangaldeep Jalbatti, an underwater incense stick designed to honor the sacred rivers while preserving their sanctity. The total number of jalbattis distributed has been increased to a whopping 100,000 from 10,000 after witnessing a huge demand among the devotees. 

    Crafted from alum (phitkari) powder, a traditional water purifier, Jalbatti dissolves in water upon contact, contributing positively to water quality. By incorporating Jalbatti into their offerings, devotees can now uphold their devotion while ensuring that the rivers remain as pure as their faith.

     As the world’s largest spiritual congregation, Maha Kumbh 2025 in Prayagraj continues to stand as a proud testament to India’s deep-rooted spiritual traditions.

    Millions of devotees have been gathering at the Triveni Sangam, the confluence of the sacred Ganga, Yamuna, and Saraswati rivers, to partake in rituals such as Ganga aartis, shahi nnaans, and deep daans, all symbolising their profound reverence for these ancient rivers. 

    ITC Mangaldeep has been an integral part of this devotion, enhancing spiritual experience through various initiatives. 

    Through this initiative, ITC Mangaldeep has  reinforced its commitment to enabling devotion and empowering devotees by blending tradition with meaningful impact. As millions take their holy dip at the Triveni Sangam, jalbatti serves as an emblem of devotion that not only honors but also safeguards the sacred waters

  • 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 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.

  • ITC Mangaldeep evokes scent of nostalgia in new spot

    ITC Mangaldeep evokes scent of nostalgia in new spot

    NEW DELHI: Incense sticks are a big part of India’s culture. People use them to offer their prayers to the gods and deities they believe in. The market for incense sticks is extremely huge and is growing at a rapid pace. According to KVIC, India’s agarbatti consumption is pegged at 1,490 tons per day, however, 760 tons per day is produced. 

    India's agarbatti industry is mainly in the form of cottage industry, a highly labor-intensive process with each incense stick being handcrafted. The market includes both organised and unorganised players that offer a variety of products, from premium, organic, to aromatherapy variants. Some of the national players include — Cycle, ITC Mangaldeep, Zed Black and others. These brands regularly advertise across mediums to reach out to their audiences. 

    Mangaldeep, the incense stick brand from ITC, has launched a new TVC campaign titled ‘The Tradition of Sandal’. The campaign aims to reinforce the sandal variant’s strong preference with consumers. Bhumika Chawla, the brand ambassador, plays the protagonist in the film and is seen passing on the tradition of Mangaldeep Sandal.

    The film revolves around tradition, nostalgia and legacy associated with the variant. The scent of Mangaldeep’s original sandal agarbatti takes the protagonist 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.

    ITC chief executive agarbatti and safety matches business Ravi Rayavaram said, “Devotion is the ethos of Indian culture, and when we talk about devotion, agarbattis inevitably become of immense significance. Our new communication celebrates the tradition of original sandal and its close association with the fragrance of Mangaldeep Sandal agarbattis.”

    Ogilvy group creative director Rajesh Mani 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.” 

    The category is growing at a rapid rate of 10 per cent in the last couple of years. A wide variety of incense sticks are available in different shapes, sizes, colors, and fragrances at very competitive prices, from sandalwood to lavender, and rose to jasmine.