Kolkata: NR Group, a pan-Indian business conglomerate of diversified products, has roped in Indian women’s cricket team captain Mithali Raj and the first female amputee to climb Mount Everest, Arunima Sinha, for the first time as brand ambassadors for their wide range of incense sticks.

According to company sources here on Wednesday, with these two new faces, the NR Group would soon launch a new advertising and marketing campaign to popularise its different brands of agarbattis across the country and abroad.

Woven around a new theme called “Khushbu jo Vishwas Jagaye” (fragrance that evokes faith), the new campaign would, for the first time, experiment with the idea of women’s empowerment in the agarbatti industry, the sources said.

Speaking after signing the agreement, Arjun M Ranga, managing director, Cycle Pure Agarbatti, said they wanted to promote the idea of “believing in oneself and keeping the faith for meeting one’s bigger dreams”, with this collaboration and through these unique campaign involving these two amazing and most successful women in their own fields. “What better way to portray this than with these women of grit! Fragrances of agarbatti are aimed at invoking faith among people to achieve their dreams,” he said.

Later, speaking about her association with the multi-crore rupee group, Raj shared her “awesome experience” to lead the Indian women’s cricket team to the World Cup finals, overcoming huge obstacles. Sh hoped that her association with the new brand would encourage women to further pursue their dreams and motivate them to be independent.
Also speaking on the occasion, Arunima Sinha shared her unforgettable experience while climbing the Mount Everest. She said, “It feels good to be associated with a campaign that focuses on empowering of Indian women.”

As brand ambassadors under the new advertising campaign, both Arunima Sinha and Mithali Raj have also launched two television commercials dubbed in regional languages, the sources informed.

Hindusthan Samachar/Ankur Bhattacharya