Mangalmai’s Ramayana partnership will bring Diwali stickers, social media contests, exclusive merchandise and artisan-made diyas to consumers
New Delhi: Mangalmai is bringing Ramayana-inspired festive activities to consumers this Diwali through a new partnership with Ramayana: Rise of a Legend. The diya oil brand has announced a campaign featuring social media contests, special product packaging and initiatives involving women artisans.
The company announced the association on October 30, naming itself the official diya oil partner of the film, which is scheduled for release on November 5.
The campaign, titled Mangalmai Ke Diye Khushiyon Ke Liye, aims to connect the tradition of lighting diyas with the cultural themes of the Ramayana.
Consumers Can Win Ramayana Merchandise
As part of the campaign, Mangalmai will organise social media contests and offer exclusive Ramayana merchandise to winners. The prizes will include a special-edition Amar Chitra Katha comic book.
The brand will also introduce special Diwali stickers on its bottles. These designs will celebrate the spirit of the Ramayana and add a festive touch to the product packaging.
Alongside digital promotions, the campaign will include retail visibility, point-of-sale materials and on-ground activities. These initiatives will help the brand connect with consumers across different platforms and shopping touchpoints.
Initiative to Support Women Artisans
Mangalmai has also joined hands with an NGO to create special diyas with women artisans. The initiative aims to support women involved in traditional craftwork and promote their economic participation.
The artisan initiative adds a social dimension to the brand’s Diwali campaign, which focuses on traditions, family celebrations and community engagement.
Promoting the Tradition of Lighting Diyas
The campaign centres on the idea that lighting a diya can represent happiness, hope and positivity. In Indian households, people light diyas during daily prayers, festivals and auspicious occasions.
Mangalmai says its diya oil contains the goodness of til oil and offers a long-lasting flame without black soot. Through the message Aapke Jeevan Ka Har Din Mangalmai Ho, the brand aims to make diya lighting part of everyday worship as well as festive celebrations.
Partnership Connects Brand with Film Audiences
The association with Ramayana: Rise of a Legend gives Mangalmai an opportunity to reach audiences through a culturally familiar story. The campaign will use the themes of devotion, truth, dharma and the victory of good over evil to build a connection with consumers.
A company spokesperson said the partnership will help the brand celebrate the role of diyas in India’s cultural and spiritual traditions.
The campaign combines product promotions, entertainment-related merchandise and an artisan initiative to reach consumers during the Diwali season.
