ITC Mangaldeep, a leading incense brand in India, has announced its collaboration with the upcoming Bengali film Bohurupi as the official devotional partner. Directed by Nandita Roy and Shiboprasad Mukherjee, Bohurupi features a stellar cast including Abir Chatterjee, Ritabhari Chakraborty, and Koushani Mukherjee, and is set to be a major release during Durga Puja 2024. Mangaldeep is also the title sponsor for the film’s music launch.
This partnership marks ITC Mangaldeep’s first venture into Bengali cinema, following its successful association with Pushpa 2 in the South. Gaurav Tayal, Chief Executive of ITC’s Matches & Agarbatti Division, stated that the collaboration reflects the brand’s dedication to integrating spirituality and art, aligning with its core values.
In Kolkata, this strategic move strengthens Mangaldeep’s brand presence, tapping into the city’s fervent Durga Puja celebrations. The partnership will bolster Mangaldeep’s connection with local consumers, enhancing its reach among devotees while promoting its cultural identity.
