Mumbai: Incense sticks manufacturing brand Zed Black has launched its new campaign with brand ambassador M S Dhoni, where he is seen engaging with his audience and reminiscing his demeanor and motivating approach towards youth of the country.
The campaign is part of the brand’s upcoming lineup of star-studded brand commercials which are aimed at targeting consumers across the nation and giving Zed Black the opportunity to engage the youth for the cause of Prarthna Hogi Sweekar. Along with the existing celebrity ambassador, Hrithik Roshan for Manthan Dhoop, Zed Black will continue to emphasise its hold on the Indian agarbatti sphere, it said in a media statement.
Conceptualized by Oberoi IBC, the integrated campaign for Zed Black 3-in-1 Agarbatti aims to get India praying to the mantra #prarthnahogisweekar. "Dhoni announced his retirement from international cricket on 15 August last year and since then his popularity around the world has not diminished. The boy from Ranchi, who made his ODI debut in 2004, who changed the face of Indian cricket with his calm demeanor, sharp understanding of the game, and astute leadership qualities is still reigning the hearts of cricket fans as the pictures in the retro jersey are spreading like wildfire," said the company.
MDPH director and partner Ankit Agrawal said, "Zed Black Agarbatti stands as a reflection of its ‘go getter’ spirit, devotion, resilience, belief and prayers. MS Dhoni, who is a staunch believer of tranquil state of mind that helps in focused efforts and better results, complements well with our brand value. Zed Black 3-in-1, which is a market-leader, creates an atmosphere of purity, hope & positivity that helps maintain a balance. Zed Black is elated to give MS Dhoni's fans a moment to cherish by unveiling the TVC with the retro jersey look exactly after one year since he announced his retirement from International cricket on 15th August.”
Choreographer-filmmaker Farah Khan has directed Indian cricketer M S Dhoni for this commercial. Dhoni also got a new ‘faux-hawk’ cut from celebrity hair stylist Aalim Hakim which became a topic of discussion on social media. Ace photographer Daboo Ratnani captured all of Dhoni's looks for the TVC campaign.
“It’s Zed Black’s journey of hope, success, prayers and innovation that drew me to the brand. 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 resonated with me. Their new campaign is inspiring and motivating,” said M.S Dhoni.
"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", shared Anshul Agrawal, Director & Partner, MDPH.
Speaking on the TV Campaign & roping in M S Dhoni, Ad film director & MD, Oberoi IBC India 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”.
