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Zed Black Agarbatti ropes in M S Dhoni as its National Brand Ambassador



Press Conference with Directors of MDPH Mr Ankit Agrawal & Mr. Anshul Agrawal(L-R)Mr Ankit Agrawal & Mr. Anshul Agrawal – Directors of MDPH

#PrarthnaHogiSweekar with Dhoni targeted at today’s youth

–       New 2 lac sq.ft state-of-the-art factory coming up in MP in a years’ time

–       Production capacity to increase by 40%, Provide employment to 600 people.

Mumbai, 30th May 2017: Indore based, Mysore Deep Perfumery House (MDPH), has roped in India’s ace Cricketer M S Dhoni as the face of their flagship brand Zed Black. This move is a part of their pan-India expansion plans with a target to grab a major share in the Rs. 6000 cr incense stick market. Ace cricketer M S Dhoni will be leading the Brand Communication for Zed Black and MDPH as he embodies the company tagline “Prarthna Hogi Sweekar”. Today, MS Dhoni is that youth icon who with all his hard work and belief in prayer has achieved unimaginable success. MDPH through MS Dhoni wants to add the value of prayer in the lives of the youth, so that they can be more persistent in achieving their goals.

Mr. Ankit Agarwal, Director Zed Black said “We are delighted to have M S Dhoni come on board as the face for Zed Black. Dhoni will be endorsing the brand positioning “Prarthna Hogi Sweekar” and help us penetrate the national market. We are very fortunate if we provide our generation the power of prayers with the help of M S Dhoni”. Speaking about being amongst the major players in the organized agarbatti sector, he adds, “We are setting up one more state of the art factory at Indore 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.”

Zed Black is one of the top 3 manufacturers of Agarbatti in India and has the largest range of over 1200 products in this category. With a network of 30 company operated depots and 2500 authorized distributors, Zed Black is available at over 7, 50,000 retail outlets across India. Daily more than 15 lakh retail packs of Zed Black products are being sold in the Indian market. MDPH offers direct employment to more than 1000 people at its manufacturing facilities spread across an area of 4, 30,000 sq fts. Zed Black’s consistent quality and mesmerizing fragrance has made it a household brand in India. In the export market, Zed Black’s Chakra is one of the fastest growing brands. Zed Black started exports in 2014 and in 3 short years Zed Black is being exported to 10 countries in 4 continents.

M S Dhoni quoted, “Prayers have always given me inner strength and confidence. I firmly believe in Zed Black’s tagline, “प्रार्थना होगी स्वीकार” which means that all your prayers get answered when you put your best foot forward. I will be happy if I can infuse the value of prayer in the minds of Indian youth for the success of our country. Dhoni will be the face of the 360 degree campaign led by TV and supported by all the other mediums such as radio, digital, print, and outdoors.

Mr. Ram Krishna, Creative Director, Oberoi IBC shares, “ For the first time one will get to see the spiritual side of Dhoni, through the new campaign of Zed Black named, “Prarthna Hogi Sweekar”, which showcases the power of prayer and how it has been a part of Dhoni’s cricketing journey. It tells about how emotions of a billion people traverse through prayers and gives an unimaginable power to Dhoni which helps him to achieve the unbelievable feat”. Oberoi IBC (Indian Brand Coach), is a Mumbai based advertising agency with over 20 years of experience. It is recognized as Indian Brand Coach, as OIBC works only for Indian family managed businesses and provides strategy turn their products into POWERFUL BRANDS.

From a humble beginning in Indore where the business was established 25 years ago by the first generation, the family-run company, Mysore Deep Perfumery House, is now helmed by the third generation and has a nationwide and indeed international presence in its sector. Zed Black’s parent company, MDPH, was started in year 1992 as a household agarbatti packaging unit. Female members of the family assisted by few labourers looked after the manufacturing and packaging. Today, Zed Black is one of the top 3 manufacturers of Agarbatti in India with a focus on growing its core brands across categories.