"Zed Black ‘Sab Shubh Hoga’ Campaign with MS Dhoni: A Camphor Reinforcement"

Zed Black Launches Campaign 'Sab Shubh Hoga' with MS Dhoni

Zed Black, the renowned fragrance and devotional products brand under Mysore Deep Perfumery House (MDPH), has recently introduced its latest television advertising campaign titled ‘Sab Shubh Hoga’. The campaign features the esteemed cricketer MS Dhoni and signifies the brand’s strategic expansion into the camphor and pooja essentials category. Rolled out on the auspicious first day of Chaitra Navratri, this initiative debuts the Zed Black Samarpan Pure Camphor and Bhimseni Camphor, aligning with the heightened spiritual ambiance during the nine-day festival celebrated across India.

The campaign, created by Oberoi IBC, is set to air across television channels, digital platforms, social media, and retail outlets nationwide. It showcases Dhoni not just as a cricketer but also as a storyteller portraying different facets of daily life, including a student, an office-goer, and a shopkeeper, all holding onto optimism for a brighter future. The central theme of the campaign revolves around the message of hope and faith encapsulated in the phrase “Sab Shubh Hoga” (Everything will be auspicious).

By collaborating with Dhoni, known for his composed and dependable persona, Zed Black aims to resonate with both traditional and younger audiences by imparting a simple yet reassuring message through this campaign.

Ankit Agrawal, Director at Mysore Deep Perfumery House, expressed, “With ‘Sab Shubh Hoga,’ our objective was to capture a sentiment grounded in faith, positivity, and the notion that every earnest prayer brings hope. Partnering with MS Dhoni, a longstanding association, epitomizes these values of trust and belief, making him an organic brand representative. Through Zed Black Samarpan Pure Camphor and Bhimseni Camphor, we seek to reinforce our presence in the devotional products market, lead the Bhimseni camphor segment, and enhance its accessibility as we journey towards the ₹1,000 crore milestone."

The campaign brings attention to the Pure Camphor and Bhimseni camphor, extensively utilized in Indian religious rituals due to their purifying and wellness attributes. These products are offered in various packaging formats, including jars, zipper packs, and pouches ranging from 2 gm to 500 gm, catering to a wide range of consumer preferences.

At present, Zed Black positions its camphor range as a mass-premium product line, aiming to secure a leading stance in the market through extensive availability across general trade, modern retail outlets, and quick commerce platforms.

Anshul Agrawal, another Director at Mysore Deep Perfumery House, commented on the company's growth strategy, stating, “Our focus remains on expanding manufacturing infrastructure and reinforcing the distribution network to accommodate new product categories like camphor and pooja essentials. The overarching goal is to establish a fragrance-driven FMCG portfolio supported by innovation and sustainable manufacturing practices."

Reflecting on the campaign, brand ambassador and cricket legend MS Dhoni remarked, “Zed Black has always advocated the simple message of 'Do your best and believe.' ‘Prarthana Hogi Sweekar’ embraced this notion, while ‘Sab Shubh Hoga’ will continue to inspire individuals to stay positive and progress with faith."

Over the years, Zed Black has emerged as one of India's leading brands in fragrance and devotional products, encompassing incense sticks, dhoop, pooja essentials, lifestyle fragrances, and now, camphor offerings. The brand currently serves over 10 lakh retail points and operates in more than 40 international markets. In its upcoming growth phase, Zed Black is aiming to achieve a revenue milestone of ₹1,000 crore by FY28, with a focus on establishing supremacy in emerging devotional product categories like Pure Camphor and Bhimseni camphor.