ITC’s Mangaldeep ropes Odiya Star Babushaan Mohanty for new offering

Mangaldeep, ITC’s Agarbatti brand has roped in Odia superstar Babushaan Mohanty for its agarbatti offering – the ‘Mangaldeep – Jagannath Temple’ agarbattis. This divine agarbatti is created by rural women of Odisha under the aegis of ORMAS (Odisha Rural Development and Marketing Society) and was launched by the Hon’ble Chief Minister of Odisha, Mr. Naveen Patnaik, during last year’s Rath Yatra festival.

The Rath Yatra this year, will be seeing Babushaan endorse the Mangaldeep – Jagannath Temple agarbatti brand. The Superstar of Odia movies with a career spanning more than a decade, has given multiple hits and earned many awards. Babushaan, also a trained classical singer, will be endorsing the very special offering by Mangaldeep, dedicated to the people of Odisha.

The ‘Mangaldeep – Jagannath Temple’ agarbatti pack is the most divine agarbatti specially crafted for Lord Jagannath’s devotees. The agarbatti offers innovative dual-fragrance sticks, with two differently coloured parts and are made with fragrances of items believed to be Lord Jagannath’s favourite (Tulsi, Neem, Chandan and Kasturi). The agarbattis are made by the rural women of Odisha under the aegis of ORMAS (Odisha Rural Development and Marketing Society), government of Odisha. The launch pack also has the approval from the Temple administration of Shree Jagannath Temple, Puri as a mark of credibility. For every pack sold by ITC, the company will donate a dedicated amount mentioned on the pack to the Shree Jagannath Temple, Puri on behalf of the devotees.

These four pillars make the agarbatti a divine offering, that will help the devotees recreate the aura of the Jagannath Temple at home and make their daily puja a special experience.

Speaking about the association, Ravi Rayavaram, Chief Executive, ITC’s Agarbatti Business, said “Babushaan will be endorsing the most divine agarbatti offering specially crafted for Lord Jagannath’s devotees called ‘Mangaldeep – Jagannath Temple’ agarbatti. We are happy that more local hands are joining for Mangaldeep’s mission of bringing home the divinity of Jagannath Puri temple. We are also very grateful of ORMAS and Shree Jagannath Temple, Puri who hailed the baton with us last year to launch this divine product for lacs of Lord Jagannath’s devotees. Babushaan, a devotee of Lord Jagannath and one of the most loved person in Odisha was a perfect fit for the brand to take this mission to every house in Odisha.”

Babushaan Mohanty, said “It is a great pleasure to be associated with ITC’s Mangaldeep brand and that too for a divine product made for the people of Orissa. Mangaldeep Temple’s brand mission is to help consumers experience the divinity of the temple in their homes. I am excited to be a part of this mission.  I am also excited that the agarbatti provides a source of livelihood to many rural women of Odisha. ITC, ORMAS and the Shree Jagannath Temple, Puri have come together and I am happy to be associated with this unique initiative. 

On the cusp of this year’s auspicious Rath Yatra festival, Mangaldeep will be airing a special TV program with the celebrity on TV during Rath Yatra. Babushaan will be coming to everyone’s home through TV with interesting stories about Lord Jagannath and the temple, along with views from the experts.


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