The Indian Premier League (IPL) team, Delhi Capitals (DC) have announced a new sponsorship deal with the flagship incense sticks brand from the MP-based FMCG conglomerate Mysore Deep Perfumery House (MDPH), Zed Black.
As part of the partnership, the brand will serve as the official prayer partner for the upcoming edition of IPL. Zed Black joins together with the David Warner-led team in a historic collaboration that renders it the first incense stick company to do so and the first FMCG company to collaborate with an Indian T20 League side.
A heart-thumping, exhilarating anthem that radiates energy, and positivity, along with enough swag to entice the millennials, and genZ has been created by the company in the spirit of the tagline ‘Prarthna Hogi Sweekar.’ In the campaign song, DC players such as Prithvi Shaw, Ishant Sharma, and Manish Pandey appear in it. Moreover, the brand will also have its logo featured on DC’s trousers.
The association will also be promoted through a 360-degree campaign that will run throughout the season across offline, online, and social media platforms.
In India, Zed Black is currently one of the top three brands of agarbatti. In addition to being one of India’s top exporters of incense sticks, it is one of the country’s top sellers of agarbatti.
Under its premium popular flagship divisions, Zed Black, Manthan, Shriphal, Orva, and Din Din, MDPH has a wealth of top-notch quality items under its own household brands in areas including agarbatti, essential oils, hand sanitisers, packaged tea, dhoop batti, confectionery, and more.
Ankit Agrawal, Partner & Director, Mysore Deep Perfumery House & Zed Black, commented, “We are excited to announce our partnership with Delhi Capitals. Cricket is a religion in India and the T20 League is one of the most eagerly awaited sporting extravaganzas amongst fans across the globe. We believe, Zed Black resonates well with Delhi Capitals as both brands, are bringing India together. Just like the tournament offers high voltage entertainment to cricket lovers, Zed Black offers prayers through its immense Prayer & Puja Essentials like Agarbatti, Dhoop, Dhoop Sticks, Dhoop Cones etc across the globe”.
Anshul Agrawal, Partner & Director, Mysore Deep Perfumery House & Zed Black, said, “With Zed Black’s venture into IPL as the Official Prayer Partner for Delhi Capitals we feel it is one of the best mediums to spread the power of prayers amongst millions of hearts. With our anthem, ‘Prarthna Hogi Sweekar’, we want to be the catalysts of victory with prayers. Our association with cricket isn’t new as we have had Veteran cricketer Mahendra Singh Dhoni as our brand ambassador since last six years for our flagship product Zed Black 3-in-1 Premium Agarbatti. We are a global brand and Delhi is a big consumer market for us in India for Dhoop & Dhoopsticks. Considering the popularity of Delhi Capitals, our sponsorship will allow us to penetrate in deeper markets with our innovative fragrance offerings”
Delhi Capitals, CEO, Dhiraj Malhotra, said, “Our team features in India’s biggest sporting festival that is received with an unrivalled and unmatched experience. The tournament holds the power to create strong emotional connections across India. We are excited to sign a partnership with Zed Black as our ‘Official Prayer Partner’ which adds a wonderful dimension of spirituality to an otherwise high-octane sporting event. Delhi Capitals has been an extremely consistent team and we look forward to witnessing some exciting cricket this T20 season”.
Recently, DC have also bagged sponsorship deals with DP World, Bisleri, JBL and EUME for IPL 2023. The side will begin its season 16 campaign against the KL Rahul-led team, Lucknow Super Giants (LSG), on April 1, 2023.