Mangalmai’s association with Ramayana: Rise of a Legend highlights diya lighting, Indian worship traditions and the cultural spirit of Diwali
New Delhi: Lighting a diya remains an important part of worship and festive celebrations in Indian households. Diya oil brand Mangalmai is bringing this tradition into its latest Diwali campaign through a partnership with Ramayana: Rise of a Legend.
The brand has joined the film as its official diya oil partner. Announced on October 30, the association will run through digital campaigns, retail promotions, social media contests and other consumer activities.
The film is scheduled for release on November 5, just ahead of the Diwali celebrations.
Campaign Highlights the Meaning of Lighting a Diya
Mangalmai’s campaign, Mangalmai Ke Diye Khushiyon Ke Liye, focuses on the traditional meaning of lighting a diya. In Indian culture, the flame often represents faith, devotion, hope and the victory of light over darkness.
People light diyas during daily worship, festivals and auspicious beginnings. The brand aims to highlight how this simple ritual continues to connect families and generations.
Its campaign message, Aapke Jeevan Ka Har Din Mangalmai Ho, encourages consumers to include diya lighting in everyday worship and festive celebrations.
Ramayana’s Values Form the Cultural Connect
The partnership brings together the tradition of diya lighting and the values associated with the Ramayana. Themes such as truth, dharma, devotion and the triumph of good over evil form the central cultural connection.
Mangalmai aims to use this association to build a stronger relationship with consumers while highlighting the role of traditional worship products in Indian homes.
The campaign will feature special Diwali stickers on Mangalmai bottles, along with social media contests. Winners will receive exclusive Ramayana merchandise, including a special-edition Amar Chitra Katha comic book.
Women Artisans to Create Special Diyas
The brand has also partnered with an NGO to develop special diyas with women artisans. The initiative aims to support women artisans and promote women’s empowerment through traditional craftwork.
The campaign will extend beyond digital platforms through on-ground visibility, retail promotions, point-of-sale materials and a networking of consumer engagement activities.
Mangalmai says its diya oil uses the goodness of til oil and offers a long-lasting flame without black soot.
A Festive Campaign Across Multiple Platforms
A Mangalmai spokesperson said the partnership offers an opportunity to celebrate India’s spiritual and cultural traditions while connecting with consumers across generations.
The spokesperson added that diya lighting remains an important part of family rituals, festivals and auspicious occasions.
Through its association with Ramayana: Rise of a Legend, Mangalmai aims to bring traditional storytelling and festive rituals together in a campaign that highlights the cultural importance of lighting a diya.
