Mumbai, India – August 2025 – As Ganesh Chaturthi approaches, homes across Maharashtra and beyond prepare to welcome Bappa with devotion, joy, and togetherness. Amidst the vibrant colours, chanting of aartis, and sharing of prasad, one element remains quietly constant is fragrance. It is this invisible yet unforgettable thread that HEM Agarbatti celebrates with its new festive campaign, “Sneh aur Sugandh ka Anmol Rishta.”
For HEM, fragrance has never been just about scent. It is about love that lingers and the memory of your grandmother lighting incense before the morning pooja, the comfort of familiar aromas that mark every celebration, and the warmth of families coming together across generations. While rituals may evolve — children sending e-invites to friends, families capturing their moments on Instagram, or younger couples mixing traditional aartis with contemporary music — the role of fragrance in making homes feel sacred and connected has not changed.
Speaking about the campaign, Rahul Shah, Deputy General Manager – Business Development, HEM Corporation Pvt. Ltd., shared:
“With ‘Sneh aur Sugandh ka Anmol Rishta,’ we wanted to show how love and fragrance continue to hold families together, even as traditions adapt to modern lives. The joy of sitting together during Ganesh Chaturthi, lighting incense, and celebrating as one remains timeless. That is the essence we want every household to feel.”
A Campaign Rooted in Today’s Festivities
The campaign goes beyond advertising — it mirrors how people celebrate today. Festivals are no longer bound by geography or formality. They live on WhatsApp groups, family video calls, and Instagram stories, while also staying rooted in temple visits, aartis, and home poojas. By positioning fragrance as the common bond, HEM acknowledges both the legacy of rituals and their modern expressions.
Driving Festive Presence Across Platforms
To ensure strong festive visibility, HEM has rolled out a 360-degree campaign across outdoor, television, and digital media. In Mumbai and Pune, branded buses and Mumbai local trains carry the festive message citywide. Emotional commercials on leading Marathi channels and high-frequency L-band spots on news programs strengthen the brand’s television presence. Online, a group of ten influencers share their own Ganesh Chaturthi rituals with HEM fragrances, sparking conversations and engaging younger audiences.
About HEM Corporation Pvt. Ltd.
Founded in 1983 and headquartered in Mumbai, HEM Corporation Pvt. Ltd. is one of India’s most respected and globally recognized incense and home fragrance manufacturers. With a presence in over 80 countries, HEM has built its reputation on craftsmanship, quality, and innovation.
Its wide portfolio includes incense sticks, dhoop, cones, masala incense, aroma oils, essential oils, reed diffusers, candles, and pooja essentials. With a strong workforce — 77% of whom are women — HEM not only carries forward India’s fragrance heritage but also empowers communities, making its essence felt across the globe.
