Zed Black, brand of Mysore Deep Perfumery House (MDPH), has launched a campaign ‘Sab Shubh Hoga’ featuring cricketer MS Dhoni. The company says the campaign is designed to strengthen its position in the growing camphor and pooja essentials market. The launch was timed to coincide with the first day of Chaitra Navratri, a period of high spiritual significance and devotional spending in India.
The company states that the new television commercial features MS Dhoni as a narrator, connecting the daily hopes of students, office-goers, and shopkeepers. The narrative focuses on a message of optimism and the belief that “all will be well.” According to the brand, Dhoni’s calm persona was specifically chosen to resonate with the campaign’s theme of faith and trust, especially for younger audiences.
As part of this expansion, Zed Black has introduced a comprehensive range of Pure Camphor and Bhimseni Camphor. The products are being positioned as a ‘mass-premium’ offering and are available in various sizes, from 2g pouches to 500g jars. The brand says it aims to lead the Bhimseni camphor category by ensuring the products are available across general trade, modern retail, and quick-commerce platforms.
The campaign continues a long-standing partnership between Zed Black and MS Dhoni that began in 2017. The company notes that this collaboration follows previous successful initiatives, such as the 2021 ‘#PrarthnaHogiSweekar’ campaign. With this latest launch, the brand is betting on Dhoni’s massive appeal to convert traditional commodity buyers into loyal consumers of its branded pooja essentials.
Link to the campaign:
Speaking about the campaign, 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.” he added.
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.”
Speaking on the campaign, Brand Ambassador & cricketer MS Dhoni, said, “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.”
