Bangalore based Moksh Agarbatti rolls out TVC featuring Hema Malini

Bangalore based agarbatti brand Moksh Agarbatti has rolled out its new TVC campaign featuring Bollywood star and Member of Parliament Hema Malini. The emphasis of this campaign is the consistent quality of the fragrance of Moksh agarbatti.

In one TVC, A young boy who thinks of God as a supreme rescuer prays to God asking for his help in passing the math exam. The ad focuses on the truthfulness of a young boy's prayer, With Mrs Hema Malini suggesting your true prayers deserves agarbatti with good fragrance. In the second TVC The young boy asks the shopkeeper for an incense stick whose fragrance can reach higher than the aeroplane and reach god.

Moksh has built a strong loyalty in the incense stick segment where consumers are very fickle minded about the brand loyalty.   The emphasis on the quality of the fragrance over the years has helped the brand to build loyal customers.  One of the brand Swarna Champa has been the largest selling Champa brand for over a decade.  Samaj is the largest brand in Orissa. Moksh is an exporter of incense sticks to US, Africa, Europe, Far East and the Middle East.  

The Integrated communication campaign is Targeted to reach all household via national, regional and digital broadcast mediums.  the company says that response to the new marketing campaign has been more than satisfactory.

The current market size of the incense stick industry segment considering both the organized and unorganized industry sectors is around 4000 Cr. Currently, Moksh is one of the top-3 incense stick manufacturers of India with a product range that includes Agarbattis with floral, herbal, oriental, woody, fruity and cosmetic undertones. With a capacity to manufacture 1.5 crore sticks per day and over 800 distribution centers operating around the country, the brand is well endorsed in the Indian market.    

the company has released the television commercial (TVC) in 8 languages Hindi, Tamil, Marathi, Assamese, Oriya, Bengali, Telugu and Kannada.