Zed Black Agarbatti has partnered with former cricketer MS Dhoni to celebrate the spirit of collective prayers during the ongoing ICC Cricket World Cup 2023. As per the company, the partnership between MS Dhoni and Zed Black Incense Sticks symbolises unity and the spirit of collective goodwill.
Additionally, the company has launched a campaign that captures the essence of friendship, unity and collective prayers. In the TV commercial, MS Dhoni can be seen enjoying a match with a group of friends. While the group shares a nail-biting moment in the game, Captain Cool speaks about the spirit of viral prayers in tough times.
Talking about the partnership, Ankit Agrawal, director, Mysore Deep Perfumery House, said, “We are honoured to have reunited with the legend, MS Dhoni as a part of the Zed Black family since almost a decade now. His leadership and the values he stands for aligns perfectly with our brand ethos. Through this dynamic association, we hope to inspire individuals and communities to come together, celebrate moments and extend their collective blessings.”
As part of its expansion strategy, the company is investing to double its manufacturing capacity to meet the growing demand, strengthen retail presence, expand its distribution network and add more product verticals this fiscal to meet the growing domestic demand.
The campaign is conceptualised by Oberoi IBC and will be promoted through a 360-degree approach across news and GEC channels for the festive season.
“With their products being an integral part of households across India, Zed Black has often been associated with the power of prayers and spiritual rituals. This collaboration with MS Dhoni and the new TVC underlines the belief that collective prayers have the potential to create a positive aura and bring good luck not only to the cricket field but also to our lives,” Anand Oberoi, managing director, Oberoi IBC, added.