Delhi Capitals (DC) ink Zed Black Agarbatti partnership

Zed Black, the flagship incense sticks brand of FMCG company Mysore Deep Perfumery House (MDPH), has announced a new partnership with Indian cricket franchise Delhi Capitals (DC).

The agreement sees Zed Black become the DC men’s team’s Official Prayer Partner ahead of the 2023 Indian Premier League (IPL) season.

Anshul Agrawal, director, MDPH & Zed Black, commented:

“People in India are so deeply attached to cricket that the whole emotion of making your team win, can push a fan into a religious frenzy. It’s all about praying for your team, with the right intentions, of course. Our slogan for the past 15 years has been Prarthna hogi sweekaar [“your prayers will be answered”]. So, with the Delhi Capitals, we want to be the catalysts of victory with prayers.

“Cricket has always been a part of our marketing efforts. Dhoni has represented us for the last six years, and the association is long-term. If you look at our packaging, it isn’t restricted to worship or any temple or deities. The name itself is very ‘alpha’ in the category. Going forward, you can expect a lot of emphasis on digital, because we’re aiming to attract a lot of youngsters with these campaigns.“

This isn’t the first time Zed Black has delved into the cricket field: the brand on-boarded MS Dhoni as a brand ambassador two years ago.