Mangalmai has partnered with Ramayana: Rise of a Legend as its official diya oil partner for a Diwali campaign featuring digital and retail activities
New Delhi: Diya oil brand Mangalmai has partnered with Ramayana: Rise of a Legend as its official diya oil partner for a Diwali campaign. The collaboration will bring together traditional worship practices and the cultural themes of the epic through digital promotions, retail activities and consumer engagement initiatives.
Announced in New Delhi on October 30, the partnership will support the film’s Diwali campaign ahead of its scheduled release on November 5. The association will feature a 360-degree campaign under the theme Mangalmai Ke Diye Khushiyon Ke Liye.
Campaign to Include Digital and Retail Activities
Mangalmai plans to connect with consumers through social media contests, on-ground branding, point-of-sale materials and festive promotions. The brand will also add special Diwali stickers inspired by Ramayana to its product bottles.
The social media contests will offer winners exclusive Ramayana merchandise, including a special-edition Amar Chitra Katha comic book.
The company has also partnered with an NGO to create special diyas with the support of women artisans. The initiative aims to support their work and promote women’s empowerment.
Focus on Diya Lighting and Indian Traditions
The partnership draws on the cultural significance of lighting a diya during daily worship and festive occasions. The tradition represents devotion, faith, hope and the victory of light over darkness.
Mangalmai describes its diya oil as a product made with the goodness of til oil. The brand also highlights its long-lasting flame and no-black-soot feature.
Through the campaign thought Aapke Jeevan Ka Har Din Mangalmai Ho, the company aims to connect its product with everyday worship practices and special family celebrations.
Brand Connects with Ramayana’s Cultural Themes
The association also draws on the values linked with the Ramayana, including truth, dharma, devotion and the victory of good over evil.
A Mangalmai spokesperson said the partnership gives the brand an opportunity to celebrate India’s diya-lighting tradition and connect with households across generations. The spokesperson added that the campaign will bring together tradition, storytelling and consumer engagement.
With digital activities, retail visibility and artisan-led initiatives, Mangalmai aims to strengthen its presence during the Diwali season.
