ITC Mangaldeep has announced its new campaign 'Dil se Karo Baat, Bhagwan Ke Saath', which translates to ‘Make God your close confidant'.
The campaign celebrates one’s divine connection with God. It illustrates the relationship between humans and God as that of between two friends where heartfelt conversations take place. With this campaign, the brand embraces a new positioning which encompasses a diverse set of lives, rituals, and ways of expressing beliefs.
The 'Dil se Karo Baat, Bhagwan Ke Saath' embarks on a journey of strengthening the bond we share with God and persuades us to be transparent with him as he is our confidant.
Speaking on the launch of this creative communication campaign, Mr. Gaurav Tayal, Chief Executive of the Matches & Agarbatti Business (MAB) at ITC said, “This campaign aims to illustrate our connection with the God. Through this campaign, we move beyond the idea of God solely residing in places of worship and instead emphasize the possibility of experiencing the divine presence throughout our daily lives. Through relatable scenarios, we showcase how this connection fosters not just a sense of respect for God's power, but also a sense of companionship.”
To take this campaign to its target set of audiences, ITC Mangaldeep has launched a new ad visualized by Ogilvy India.
Speaking about the campaign, Rajesh Mani, Group Creative Director at Ogilvy India said, “Who do we have a heart-to-heart with? Usually, someone we feel really close to. There’s a sense of ease and comfort that we feel. In this campaign, we ask people to speak to that one person who is in all our hearts – God. He is the 24X7 friend, philosopher, and guide. He doesn’t mind how you pray or for how long, as long as it’s from the heart, he will listen. Mangaldeep brings forth this beautiful thought in a slice-of-life fashion expertly capturing the nuances and champions devotion and devotees. This film is a beautiful blend of tradition and modernity that is at the core of Mangaldeep.”
