ZED BLACK, the fragrance and devotional products brand from Mysore Deep Perfumery House (MDPH), has unveiled a new television commercial featuring MS Dhoni, introducing its latest campaign titled ‘Sab Shubh Hoga’ for Zed Black Samarpan Pure Camphor and Zed Black Bhimseni Camphor.
The campaign launch coincides with the start of Chaitra Navratri on 19 March, an auspicious period when devotees across India begin nine days of prayer and spiritual observance. As part of the campaign, Dhoni also features on the packaging of the Pure Camphor and Bhimseni Camphor product range. The initiative will be rolled out across national television, digital platforms, social media channels, and retail touchpoints across the country.
The television commercial positions Dhoni as the narrator, guiding viewers through everyday moments in the lives of a student, an office worker, and a shopkeeper, each holding on to the hope of a better tomorrow. The narrative culminates in the campaign’s central message, reinforcing the reassuring belief that “Sab Shubh Hoga.”
The campaign has been conceptualised by Oberoi IBC.
MDPH director Ankit Agrawal said, “With ‘Sab Shubh Hoga,’ we wanted to capture a sentiment rooted in faith, positivity, and the belief that every sincere prayer brings hope. Our decade-long association with MS Dhoni reflects these values of trust and belief, making him a natural fit for the brand. With Zed Black Samarpan Pure Camphor and Bhimseni Camphor, we aim to strengthen our presence in the devotional products market, lead the Bhimseni camphor category, and make it widely accessible as we move towards the ₹1,000 crore milestone.”
