Zed Black has launched its latest campaign, ‘Sab Shubh Hoga’, featuring MS Dhoni, timed with the onset of Chaitra Navratri. The campaign introduces the brand’s Pure Camphor and Bhimseni Camphor range, marking its expansion into the pooja essentials category.
Conceptualised by Oberoi IBC, the campaign film uses Dhoni as a narrator, weaving together everyday stories of hope and belief. It captures moments from the lives of individuals-a student, an office-goer, and a shopkeeper-each holding on to the reassurance that “Sab Shubh Hoga.”
The narrative builds on Zed Black’s core messaging around faith and positivity, positioning its camphor range within the context of daily rituals and spiritual practices. By focusing on relatable life situations, the campaign creates an emotional connection that extends beyond product functionality.
The launch also signals the brand’s strategic move to diversify beyond incense sticks into a broader fragrance-led FMCG portfolio. With camphor products associated with purification and wellness, Zed Black aims to tap into a growing consumer segment while maintaining its mass-premium positioning.
Dhoni’s continued association strengthens the campaign’s credibility, aligning his calm, grounded persona with the brand’s themes of belief and optimism.
The campaign is being rolled out across television, digital, social media, and retail platforms, ensuring wide visibility during the festive season while reinforcing Zed Black’s presence in the devotional products market.
