Bollywood’s favourite Sanskaari ‘Babuji’, Alok Nath is the new face of Zedblack’s Manthan Dhoop

Manthan, a dhoop brand from the house of Mysore Deep Perfumery House (MDPH) and Zedblack, has appointed Senior Bollywood actor Alok Nath as its brand ambassador. Manthan Dhoop has launched its new campaign “Manthan Zaroori Hai” featuring Alok Nath where the actor urges people to introspect into their detached lifestyles.  Mumbai-based advertising agency Oberoi IBC has conceptualized and executed the entire campaign.

Manthan Dhoop has seven variants – Chandan, Gulab, Mogra, Guggal, Loban, Gold & Silver. All the products have soothing fragrances and deluxe quality. Manthan Dhoop gives a spiritual atmosphere at home, office or any other work place.

Speaking at the launch in Delhi, Mr. Anshul Agarwal, Director MDPH said “MDPH wants to fortify its position as one of the top incense stick manufacturer in the country. For which, we have recently signed former Indian captain MS Dhoni as our national brand ambassador for Zed Black; for regional markets, we have Bhagyashree for the West, and Odhia Superstar Barsha Priyadarshini for the East Indian market. In the North Indian market, our brand Manthan Dhoop is very popular.  To further strengthen the brand proposition, we have the most Sanskari man of the country Alok Nath as its face. Speaking about being amongst the major players in the 2500 cr organized agarbatti sector, he adds, “We are setting up one more state of the art factory at Indore (MP) which is about 2 lac Sq. ft. to be operational by January 2018. This would increase our production capacity by 40% and provide employment to 600 people in MP.”

 Alok Nath, Brand Ambassador, Manthan dhoop shares, “Today, despite staying in the same house, we see families are drifting away and stay detached because of over-usage of mobile phones. This independent life which today’s families are preaching is not a good scenario. I firmly believe in the tagline, “Manthan Zaroori Hai”, which is portrayed in the TVC, which means amalgamation of your proper usage of time, for work and life at home with your loved ones, only then will you be in a happy state of mind”.

 Mr. Anand Oberoi, Managing Director, Oberoi IBC, said “As life moves in a fast-forward mode, we are slowly forgetting the roots of happiness — the drawing room family talks or the ever supporting parents or the family meet ups. And to raise awareness in this regard, Manthan Dhoop urges people to look inward and introspect their way of living with the latest ‘Manthan Zaroori Hai’ campaign. It consists of three TVC spots featuring Alok Nath. The campaign will be spearheaded across both mainline and digital media”

MDPH is the third largest incense stick makers in the country. It has a network of 30 company operated   depots and 2700+ authorised distributors and its products are available at more than 750000 retail outlets across the country.