Zed Black, makers of  agarbattis  or incence sticks, will soon unleash its biggest-ever lineup of star-studded brand commercials, aimed at targeting consumers across the nation and giving the company an opportunity to engage the youth for the cause of PrarthnaHogiSweekar (prayers will be accepted).

Earlier this month, Mahendra Singh Dhoni’s picture in the retro Indian team jersey took social media by storm when shared on Instagram. The fans got excited watching the legendary wicketkeeper-batsman in the retro jersey of the Indian cricket team.

Zed Black, one of India’s largest incense sticks manufacturer has launched its new campaign, which will have its brand ambassador Captain Cool MSD in a conversation with his audience reminiscing about his demeanor and motivating approach aimed to enthuse the youth of the country.

Along with the existing celebrity ambassador, Bollywood superstar Hrithik Roshan for Manthan Dhoop,  Zed Black will continue to emphasize its hold on the Indian  agarbatti market.

Conceptualized by Oberoi IBC, this integrated campaign for Zed Black 3-in-1 Agarbatti aims to get India praying to the mantra #prarthnahogisweekar (prayers will get accepted).

Ankit Agrawal, Director & Partner, MDPH, owners of the Zed Black brand name, said in a  statement, “Zed Black Agarbatti,  is amongst the top 3 brands in its category in India, which stands as a reflection of its ‘go getter’ spirit, devotion, resilience, belief and prayers.

“MS Dhoni, who is a staunch believer of tranquil state of mind that helps in focused efforts and better results, complements well with our brand value. Zed Black is elated to give MS Dhoni’s fans a moment to cherish by unveiling the TVC with the retro jersey look exactly after one year since he announced his retirement from International cricket on 15th August.”

Choreographer-filmmaker Farah Khan has directed MSD for this commercial and got the cricket legend sport a new ‘faux-hawk’ hair cut, which also became a topic of discussion on social media. Ace photographer Daboo Ratnani has captured all of Dhoni’s looks for the TVC campaign.

“It’s Zed Black’s journey of hope, success, prayers and innovation that drew me to the brand. To be the face of a brand that sends out a beautiful message like PrarthnaHogiSweekar, giving people hope and strengthening their beliefs is what resonated with me. Their new campaign is inspiring and motivating,” said MS Dhoni.