ITC’s Mangaldeep Agarbattis Launches New TVC- 'The Tradition Of Sandal'

Mangaldeep launches its brand new TVC campaign, “The Tradition of Sandal”. The new campaign will reinforce Mangaldeep sandal variants' preference with consumers that exemplifies tradition and uniqueness of the product.

The TVC stars Mangaldeep’s brand ambassador, Bhumika Chawla, as the protagonist, passes-on the tradition and legacy of Mangaldeep Sandal.

Mangaldeep’s new TVC, for its flagship variant ‘Mangaldeep Sandal’ 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 captures the devotee’s association of the fragrance of Mangaldeep Sandal with the tradition of real sandalwood used in daily puja.

“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,” expressed the Chief Executive of Agarbatti & Safety Matches Business, ITC, Ravi Rayavaram.  

Group Creative Director of Ogilvy, Rajesh Mani commented, “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.”