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MDPH welcomes Hrithik Roshan in the family as face of ‘Manthan’

Shreoshree Chakrabarty March 10, 2021
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Superstar Hrithik Roshan joins the Indian brand – Mysore Deep Perfumery House (MDPH) which has a range of household perfumery products. MS Dhoni endorses the Zed Black’s 3-in-1 Agarbattis. MDPH hopes to reach out to consumers across the country, with the pan India influence and popularity of Hrithik Roshan, with their premium Manthan Dhoop, a widely used product serving religious and celebratory culture of Indian homes.

The brand’s campaign “Manthan Zaroori Hai’ is expected to get promoted with this partnership. The brand announced this ahead of the brand’s multi-city expansion plans.

Hrithik Roshan will feature in the new commercial for ‘Manthan Dhoop’ as part of an integrated marketing campaign across India, which is to be aired across TV and digital platforms. During the upcoming festive season and IPL season also, the new commercial will be aired. The campaign ‘Manthan Zaroori’ draws inspiration on introspection involving looking inward to examine one’s own thoughts and gain emotional awareness and this campaign has been conceptualized by Oberoi IBC.

Speaking on the expansion plans Anshul Agrawal, Director & Partner MDPH said, “The association with Hrithik will help in establishing Manthan Dhoopbatti and Dhoopsticks as a nationally recognized brand which are also Bamboo Less. This is the first time that any Dhoop brand has roped in a brand ambassador. The synergy between Zed Black, our national brand ambassador M S Dhoni and Hrithik as the face for Manthan will enable us to fortify our position as one of the top 3 incense stick manufacturers in the country. Manthan Dhoop is the market leader across the country and North India predominantly with a wide range of fragrances and the new TVC featuring Hrithik shall connect with the youth to further strengthen our position in the country”.

Speaking about this one-of-a-kind association, Hrithik Roshan shared, “My association with Mysore Deep Perfumery House (MDPH) is built on us sharing the same vision – that of catering to Indian families at large. I am happy to be endorsing the line of Dhoop for their brand ‘Manthan’. Globally, the sense of smell is associated with cognitive resonance. In India, aromas are a popular tool to stir emotions. So, I would say, our association is deeply mindful, One, that identifies the purpose, needs, wants and demands of the Indian household”.

Hrithik will be seen grooving to a melody of ‘Manthan Zaroori Hai’ in the TVC giving a reflection of the many senses Manthan dhoopbatti arouses. The functional essence associated with the product is what the TVC aims to capture. The divine power and community, happiness, faith and sense of deeper connection with oneself. The ace choreographer Farah Khan choreographed the upbeat jingle.

Ankit Agrawal, Director & Partner MDPH further added, “At Mysore Deep Perfumery House, with over 25 years of experience of making the finest perfumes we feel, we have a shared vision and ethos, that connect with Hrithik, as a brand for his excellent connect with today’s youth; we are sure, ‘Manthan Zaroori Hai’, targeted at the millennials is all set to take the market with a storm. Creating innovative fragrances and variants with age-old secrets, transparent operations and process, and scalability are our main pillars that have consciously worked towards ensuring sustainable growth in the agarbatti manufacturing market”

Anand Oberoi, Managing Director Oberoi IBC said, “I am very pleased with the phenomenal growth of the ZED BLACK brand over the last 10 years. It has grown into one of the best incense brands in India today. Now the new campaign with Hrithik Roshan will definitely take the brand to new heights. It’s exciting and refreshing to work with such a talented celebrity, who shares similar understanding of Indian culture & lifestyle.”

Zed Black Manthan Dhoop and Dhoopbatti will be promoted by Hrithik Roshan which are made from a gentle blend of essential oils and all natural ingredients which has aromatic fragrances of Gulab, Mogra, Charlie, Kevda, Lavender, Chameli, Silver, Pineapple, Rajnigandha, Champa, Jasmine, Gold, Raatrani, Chandan, Loban and Guggal. He also will be the face for Zed Black Manthan Sambrani Cups, igniting just one cup which gives a feeling of pious hawan at home every day and thus encompassing its benefits and is a powerful source of aromatic & positive energy.

Have a look at the TVC.

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