ITC Mangaldeep, one of India’s leading incense brands, has partnered with the much-anticipated Bengali film Bohurupi as its official devotional partner. In a dual role, Mangaldeep will also serve as the title sponsor for the movie’s music launch. Directed by renowned filmmakers Nandita Roy and Shiboprasad Mukherjee, Bohurupi features a star-studded cast including Abir Chatterjee, Ritabhari Chakraborty, and Koushani Mukherjee. The film is expected to be the biggest release during West Bengal’s Durga Puja festivities.
This collaboration marks Mangaldeep’s first foray into Bengali cinema, following its successful partnership with Pushpa 2 in the South. Mr. Gaurav Tayal, Chief Executive of ITC’s Matches & Agarbatti division, expressed that this venture reflects Mangaldeep’s dedication to celebrating both spirituality and cinema, aligning with its core values.
In Kolkata, this collaboration not only taps into the city’s rich cultural heritage but also enhances the brand’s presence during one of the biggest festivals in the region. Mangaldeep’s association with Bohurupi strengthens its connection with devotees, making a significant impact during the festive season. Bohurupi is set to captivate audiences, with Mangaldeep playing a central role in uniting devotion and cinematic art during Durga Puja 2024.
