Khushbu Jo Vishwas Jagaye: Lia Agarbati take a creative route

Lia Agarbathi launched their latest commercial titled Khushbu Jo Vishwas Jagaye which stands for fragrance that invokes faith, featuring their new endorsers.

Lia Agarbathi signed up Mithali Raj, Captain, Indian Women’s cricket team, and Arunima Sinha, the first female amputee to climb the Mount Everest, as their brand ambassadors. The brand has launched their latest commercial titled Khushbu Jo Vishwas Jagaye which stands for fragrance that invokes faith, featuring their new endorsers.

This is for the first time that a player in the agarbati industry has taken a fresh creative approach to talk about women empowerment.

The campaign has been conceptualized by Ogilvy & Mather and the creatives show both Arunima and Mithali setting out for conquest in their respective fields and speaking about how faith has tremendous power to let you overcome all hurdles you may face.

With this campaign, Lia has cemented its position as a brand that signifies self-belief and belief in the greater good. The two TVC's are also dubbed in regional languages and supported by print ads, point-of-sale activities and brand activation.

Arjun M Ranga, Managing Director, Cycle Pure Agarbathies, said, “We are proud to have these two amazing women as our brand ambassadors. This collaboration and the campaign are aligned with how we want to position Lia. Believing in you and keeping the faith for meeting one’s bigger dreams. What better way to portray this than with these women of grit. Lia fragrances are aimed to invoke faith among people to achieve their dreams.”

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