Kolkata, 25 October 2024: ITC Mangaldeep, one of India’s leading incense brands, has announced its collaboration with the upcoming premier Bengali film ‘Bohurupi’ as the official devotional partner. In addition to being the devotional partner for the film, Mangaldeep is also the title sponsor for the music launch of the movie. The movie is directed by acclaimed filmmakers Ms Nandita Roy and Mr. Shiboprasad Mukherjee of Windows Production and features a star-studded cast including Abir Chatterjee, Ritabhari Chakraborty, and Koushani Mukherjee. “Bohurupi” promises to captivate audiences with its compelling storytelling and cultural significance.
‘Bohurupi’ is set to be the biggest release for the 2024 Durga puja celebrations in West Bengal. This partnership marks Mangaldeep’s first venture into Bengali cinema, further strengthening its connection with devotees across West Bengal while enhancing its presence among Bengali audiences. This marks the brand’s second collaboration with films, with Mangaldeep partnering with “Pushpa 2” in South this season.
Commenting on the partnership, Mr. Gaurav Tayal, Chief Executive of the Matches & Agarbatti Business Division, ITC Ltd., said, “Our collaboration with the movie ‘Bohurupi’ represents Mangaldeep’s dedication to celebrating Bengali cinema and bringing spirituality together with the creation of art through these films. By aligning with this film, we’re engaging with our audience in a meaningful and exciting way, participating in the Durga Puja festivities while supporting quality cinema that resonates with our brand values.”
Speaking on behalf of the film, Mr Shiboprasad Mukherjee, said, “We are excited to have ITC Mangaldeep as our devotional partner for ‘Bohurupi.’ This association perfectly captures the essence of our film and the spiritual tradition that Mangaldeep represents. Together, we aim to create an experience that resonates deeply with audiences, embodying the spirit of Durga Pujo.”
This partnership between ITC Mangaldeep and “Bohurupi” brings together devotion, culture, and cinematic artistry, enriching the Durga Pujo celebrations. As the film reaches audiences across West Bengal, the collaboration promises to create a lasting impact, reflecting the festival’s spiritual spirit while highlighting Mangaldeep’s persistent commitment to tradition and cultural celebration.