ITC Mangaldeep has rolled out a campaign, 'Dil se Karo Baat, Bhagwan Ke Saath,' (Have a heart-to-heart with God) that celebrates one’s divine connection with the Creator.

The ad film reimagines the bond that humans share with their God as one shared with a BFF or a confidant: through heartfelt conversations at any time of the day or year, where individuals share worries, seek solace, express gratitude, and celebrate joyous events together. 

Through this campaign conceptualised by Ogilvy India, the brand spotlights the human need for an intimate communication with the divine.
 
What we think about it: While the campaign attempts to equate using the brand product with connecting with the divine, one can overlook that aspect for the heartwarming quotient of the film. It manages to depict the myriad ways people from diverse walks of life reach out to the Creator during different moments of their lives in a charming, relatable manner. It wins extra brownie points for including a visual that depicts two individuals from different faiths pray to their respective Gods in their own way.

Gaurav Tayal, chief executive, matches & agarbatti business (MAB), ITC said, “This campaign aims to illustrate our connection with God. Through this campaign, we move beyond the idea of God solely residing in places of worship and instead emphasise the possibility of experiencing the divine presence throughout our daily lives. Through relatable scenarios, we showcase how this connection fosters not just a sense of respect for God's power, but also a sense of companionship.”

Rajesh Mani, group creative director, Ogilvy India said, “Who do we have a heart-to-heart with? Usually, someone we feel really close to. There’s a sense of ease and comfort that we feel. In this campaign, we ask people to speak to that one person who is in all our hearts – God. He is the 24X7 friend, philosopher, and guide. He doesn’t mind how you pray or for how long, as long as it’s from the heart, he will listen. Mangaldeep brings forth this beautiful thought in a slice-of-life fashion expertly capturing the nuances and champions devotion and devotees. This film is a beautiful blend of tradition and modernity that is at the core of Mangaldeep.”

The campaign was launched across social media platforms on 3 July.