Zed Black, a leading incense brand under Mysore Deep Perfumery House (MDPH), has released a television ad featuring its brand ambassador, MS Dhoni, launching its new campaign ‘Sab Shubh Hoga’ for Zed Black Samarpan Pure Camphor and Bhimseni Camphor.
The inauguration coincides with the opening day of Chaitra Navratri on March 19th, an auspicious time when millions of devotees throughout India begin nine days of prayer and spiritual devotion.
The ad introduces Zed Black’s Pure Camphor and Bhimseni Camphor lines, with Dhoni featured on the product box. The campaign will be implemented via national television, internet platforms, social media, and retail touchpoints throughout India. MS Dhoni serves as the narrator for the television commercial, which weaves together scenes from the daily lives of a student, an office worker, and a shopkeeper, all of whom hope for a brighter tomorrow. The film finally reaffirms the comforting notion that “Sab Shubh Hoga.”
Oberoi IBC conceptualised the campaign. The project represents the company’s strategic endeavour to increase its position in the booming camphor and pooja essentials industry, moving beyond its core incense line. Cricket and spirituality have a strong emotional connection in India, and Dhoni’s calm demeanour complements the campaign’s theme of hope and belief. The ad also aims to connect with younger audiences by conveying a basic and reassuring emotion similar to the concept that “all is well.”
Ankit Agrawal, Director, Mysore Deep Perfumery House, said, “With ‘Sab Shubh Hoga,’ we wanted to capture a sentiment rooted in faith, positivity, and the belief that every sincere prayer brings hope. Our decade-long association with MS Dhoni reflects these values of trust and belief, making him a natural fit for the brand. With Zed Black Samarpan Pure Camphor and Bhimseni Camphor, we aim to strengthen our presence in the devotional products market, lead the Bhimseni camphor category, and make it widely accessible as we move towards the ₹1,000 crore milestone.”
The promotion focuses on Pure Camphor and Bhimseni camphor, which have long been utilised in Indian prayer rituals and are prized for their cleansing and health effects, including antibacterial, antifungal, and anti-inflammatory benefits.
The line is available in a variety of forms, including jars, zipper packs and pouches ranging from 2 mg to 500 gm, and it offers one of the most extensive camphor portfolios on the market, tailored to meet various customer demands across retail formats. Zed Black has launched Pure Camphor and Bhimseni Camphor as a mass-premium product, with the goal of establishing strong category leadership by assuring availability across general trade, contemporary retail, and rapid commerce platforms.
The campaign also builds on Zed Black’s long-term collaboration with Dhoni, which began in 2017 and has resulted in numerous highly publicised initiatives. One of the most prominent was Farah Khan’s 2021 “#PrarthnaHogiSweekar” campaign, which featured Dhoni in a throwback Indian cricket shirt and received a lot of attention on social media.
Anshul Agrawal, Director, Mysore Deep Perfumery House, said, “The company continues to invest in expanding manufacturing infrastructure and strengthening its distribution network to support new categories such as camphor and pooja essentials. Our broader focus remains on building a fragrance-led FMCG portfolio backed by innovation and sustainable manufacturing initiatives.”
Brand ambassador and ace cricketer, MS Dhoni added, “With Zed Black, the message has always been simple ‘Do your best and believe.’ ‘Prarthana Hogi Sweekar’ celebrated that thought, and ‘Sab Shubh Hoga’ will continue to inspire people to stay positive and move forward with faith.”
