Conceptualized by Oberoi IBC, this 360°campaign gets India to pray, hope and strengthen their beliefs
MS Dhoni
Zed Black Agarbatti, one of India’s largest incense sticks manufacturer revealed its latest ad featuring MS Dhoni in retro jersey look recently. The TVC directed by Farah Khan had since then sent thala fans into frenzy as his fans and followers couldn’t keep calm after watching the legendary wicketkeeper-batsman in the retro jersey look. MS Dhoni has always been a trendsetter when it came to his looks. Be it his long ‘Mahi’ tresses or the new ‘faux-hawk’ look for Zed Black’s Campaign, Dhoni’s hair has been constantly inspired by fans across the country.
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https://www.youtube.com/watch?v=Wdt-KoHatVk
This independence day, the brand gave thala fans a reason to rejoice by unveiling the Ad on the day, which was exactly a year since Dhoni retired from international cricket. The TVC celebrates prayers and hardwork in a true Captain Cool style with MSD saying, “Khel ke khiladi toh sabhi bante hai, lekin GAMECHANGER banna zaroori hai”. Sharing the video on his Facebook page, Dhoni wrote, “To be the face of a brand that sends out a beautiful message like Prarthna Hogi Sweekar, giving people hope and strengthening their beliefs is what resonates with me. This new campaign is inspiring and motivating”.
Dhoni who announced his retirement from international cricket on 15th August 2020, is expected to return to competitive cricket later this year when the remaining part of the 14th edition of the Indian Premier League gets underway in the UAE.
Conceptualized by Oberoi IBC, this integrated campaign for Zed Black 3-in-1 Agarbatti aims to get India praying to the mantra #prarthnahogisweekar. The TV and digital amplification featuring MS Dhoni's different looks to be revealed gradually will bring to life the idea of importance of prayers in our daily lives. Choreographer-filmmaker Farah Khan has directed Indian cricketer M S Dhoni for this commercial. The legend also got a new ‘faux-hawk’ cut which also became a topic of discussion on social media by celebrity hair stylist Aalim Hakim. Ace photographer Daboo Ratnani has wonderfully captured all of Dhoni's looks for the TVC campaign.
Ankit Agrawal, Director & Partner, MDPH shares, "This new campaign with our brand ambassador Captain Cool, M S Dhoni striked a conversation with the audience reminiscing about his demeanor and motivating approach towards youth of the country. We are extremely happy that the ad stuck a chord with the netizens and was amongst the most-talked about MSD’s looks of recent times”.
Zed Black is one of the biggest manufacturers in the agarbatti sector. The brand will soon unleash its dynamic lineup of star-studded brand commercials during the festive season. Aimed at targeting consumers across the nation with the belief ‘Prarthna Hogi Sweekar’, along with the existing celebrity ambassador, Bollywood Superstar Hrithik Roshan for Manthan Dhoop, Zed Black will continue to emphasize its hold on the Indian agarbatti sphere.
Speaking about the TVC, Anshul Agrawal, Director & Partner, MDPH added "Zed Black, has gone beyond just the advertising jingle, with the latest extension of its flagship ‘Prarthna Hogi Sweekar’ campaign being commissioned into mini-shorts indicating the thought that prayers will be answered. The new campaign with M S Dhoni has a moral underpinning that reflects the importance of family praying together, workplace worship, community prayers, the simple love of imparting the habit of praying amongst kids and love for the country".
Ace Choreographer-Director Farah Khan, while speaking about directing the TVC said, "It's my second collaboration with Zed Black. So when they came up with the idea built around inspiring the youth towards prayers we knew this is it! Also, having the country’s much-loved captain cool MS Dhoni as the brand ambassador gave us the opportunity to create a conversation with his fans”
Speaking on the TV Campaign & roping in M S Dhoni, Ad film director & MD, Oberoi IBC India Pvt Ltd, Anand Oberoi said, "I am hopeful that this association will ensure higher brand recall, and eventually create a larger following amongst the masses for Prarthna Hogi Sweekar”.
Since its inception in 1992, Mysore Deep Perfumery House with, its flagship brand Zed Black 3-in-1 is amongst the key players in the organized agarbatti sector providing highest quality range of agarbatti, dhoopbatti, dhoop cones,dhoop sticks, essential oils, hawan samagri and more accounting to a vast range of over 1200 products. MDPH has extended its arm with enormous consumer reach in the Indian household with established brands like Zed Black 3 in 1, Manthan Dhoop & Dhoop Sticks, Manthan Sambrani Cups, Arij, Aarogyam Camphor, Zed Black Pineapple, Gauved Sambrani Cups, Parfum, Panchdeep, Duva & more.
Today, its flagship brand Zed Black processes over three crore incense sticks, selling 15 lakh packs every day. The brand today is one of the top 3 agarbatti manufacturers in the country. The company also has set a strong global footprint with exports to 40+ countries like USA, Brazil, Ethiopia, Netherlands, Australia, Malaysia etc in 6 continents.
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