The heartwarming new Mangaldeep Upaveda TVC, featuring actor Bhumika Chawla, tells the story of a woman who holds her family together with traditional values; the fragrance of the Upaveda Agarbatti is the 'parampara ki mehak', the thread connecting generations.

Gaurav Tayal , Chief Executive, Agarbatti & Safety Matches Business, ITC, said "Our new range of Upaveda agarbattis is crafted with this "connect with traditions" in mind and draws inspiration from ancient Vedic scriptures. Our communication on this range celebrates the connection with traditions, especially for the younger generation."

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