ZED BLACK

ZED BLACK

ZED BLACK

Zed Black

Mysore Deep Perfumery House’s Flagship brand – Zed Black, is one of the largest agarbatti brands in India. Their mesmerizing fragrant and quality products are available across India and their products are exported to more than 10 countries. Apart from being a successful brand, Zed Black provides direct employment to over 1500 people out of which more than 75% are Female employees.

With all the competition out in the market, the challenge was to stay on top of the charts and to reach out to the masses.

What we did/Solution

The brand ambassador of Zed Black, Ace cricketer M.S.Dhoni was unavailable for the launch due to his international cricket commitments. Taking up the enormous challenge to announce the official brand ambassador without his presence, we invited top journalists for a select media briefing and launched the official brand ambassador with the help of a video ad and press releases.

Following the launch, Zed Black embarked on 10 city roadshow which helped to consolidate their commitment towards women empowerment and government of India’s ‘Make in India’ initiative by creating more jobs for women on the booming agarbatti trade market of the country. The press releases of the event generated interest in the media and created awareness on the initiative taken by the company.

Zed Black embodied their tag line “Prarthna Hogi Sweekar” by reaching out to the masses during the popular festivals in the country. Zed Black celebrated the festivals of Mahashivratri and Ganesh Festival with pomp and vigor in different parts of the country. Proactive tie-ups were made with prominent Lord Shiva temples in at Mahakaleshwar Temple(Ujjain), Omkareshwar Temple(MP) and Grishneshwar Temple(Aurangabad). Similarly, during Ganesh festival, proactive tie-ups were made with Siddhivinayak Temple, Mumbaicha Raja(Ganesh Gully), Tejukaya mansion (Lalbaug), Parelcha Raja(Nare Park), Datta Mandir (Girgaum)and Panchganga(Parel). During these celebrations, 6ft tall Mega Agarbattis were donated to the temples and several thousand free samples were distributed to the devotees.

Results

Even without the brand ambassador being present at the promotion of the brand, the event was covered by media all over India. The news of MS Dhoni as the brand ambassador was well received in the media. The coverages appeared in prominent newspapers like Loksatta, Mid-day -Mumbai edition, Jansatta, Hari Bhoomi – New Delhi edition, Nai Duniya- Indore edition, Haribhoomi- Bhopal edition, Dainik Jagran- Kolkata edition,  Dainik Bhaskar, Rashtriya Sahara- Lucknow edition, etc. Online coverages included Indian Express, Business Standard, Daily pioneer, etc.

The 10 City Roadshow created awareness of the brand Zedblack and its brand ambassador M.S. Dhoni. It also showcased the tag line of Zedblack “Prarthana Hogi Sweekar”. The roadshow reached the states of Bhopal, Chennai, Dehradun, Delhi, Indore, Mumbai, Orissa, Raipur, Ranchi.

The 6ft tall Mega agarbatti played a vital role in creating brand recognition for Zed Black. It gave the proper wow factor for Zed Black and its range of products. Prominent newspapers like Times of India, Loksatta, Afternoon, ANI, Business Standard, and many more.