Kolkata: Incense stick manufacturing brand Zed Black has launched its latest TVC campaign for Zed Black 3-in-1 premium incense sticks which features former captain of the Indian cricket team MS Dhoni.

"'Mann Ki Shanti" is not just a TVC campaign; it's a heartfelt endeavour to bring attention to the value of daily prayers in maintaining mental and emotional equilibrium. Dhoni, known for his exceptional leadership and unshakeable composure, resonates with the campaign's message on multiple levels," said Ankit Agrawal, Director, Mysore Deep Perfumery House & Zed Black.

"We are honored to collaborate with MS Dhoni yet again, a true icon who embodies resilience and strength," said Anshul Agrawal, Director, Mysore Deep Perfumery House & Zed Black. "As a brand, we are committed to promoting holistic well-being, and we believe that this campaign will inspire individuals to carve out time for daily prayers, nurturing their spiritual growth."

Conceptualized by Oberoi IBC the TVC will be promoted through a 360-degree approach across News & GEC Channels for the festive season and will be accompanied by a robust social media and online engagement strategy, encouraging viewers to share their own experiences with daily prayers using the hashtag #MannKiShanti.