Introducing Mangaldeep’s sub-brand for entry in The Big idea

scented aromas for spaces

Brand Vision - Aura aims to be a constant companion on your path to mindfulness through guiding aromas

Aura is the distinct atmosphere surrounding a person generated by Brand

Why them. At Aura, we aim to enhance the confluence of the mental Triangle Pioneers of aromatherapy innovations in
Aura ? and physical spaces through aromatherapy, providing mindfulness. aromatherapy in the Indian subcontinent

Brand Proposition Enhancement of mental and physical spaces

through natural aromas sustainably
Mangaldeep Aura is the only brand in the market to provide science-backed
mood-based aromatherapy offerings at an affordable pricing. At Aura, we
believe in promoting sustainable living and holistic wellness. Not only are our Eco-friendly, natural, Robust distribution,
mood-enhancing aromas, therapeutic
products subtle and organic, they are made of fine quality essential oils that formulas, ornate designs
ensure visible impacts.
Organic essential oils, natural fragrances,
Refill Pillar Intention-based products, refills, App
Candle
Used as a refill
for the Cost Leadership
ITC R&D
recyclable jars Existing fragrance business Manufacturing capabilities
Distribution advantages

Aura App
Fragrance based
For Post-purchase Other
offerings Customer
immersion & 360
Aromatherapy Candles Scent Dominance Brands wants - Precise offerings
degree ambience
Intention based 100% soy wax candles infused Luxury & Decoration - Functionality
creation
with natural essential oils High priced SKUs - Affordability
 Product Components Explanation Aura App
Round glass container Complete Aromatherapy Ecosystem
Glass Jar Candles
Cardboard box ✓ Premium Feel
packaging ✓ Low thermal conductivity
with red phosphorous ✓ Cost effective Entry Point: QR Code
scratch for matchstick ✓ Easy to clean and reuse on glass container
lighting 4” ✓ Even wax burn
➢ Sustainable ✓ Greater light dispersion
➢ Cost-effective Banners for
QR Code for Aura App information on Candle
Back view
Matchstick Striker specifications, jar care,
100% braided cotton wick refill tutorials etc.
Matchsticks ✓ Natural and organic
Pack of 5 long 3” ✓ No chances of tunnelling
HomeLites ✓ Tall flame
matchsticks for ✓ Strong and even aroma Entry point for
easy candle Top view spread personalized experience
lighting Soy wax
✓ 100% natural and vegan Curated music playlists
Refillable Pillar Candles ✓ Naturally biodegradable
Specifications: as per intention
✓ Lower melting point
▪ Dimensions: 4” x 3” Addressed Pain Points ✓ 40+ hours of burn time
▪ Shape: Cylindrical 1. Reduced ✓ Stronger aroma spread
▪ Cotton wick wastage Mood routines for mood
✓ Clean, allergy free
▪ Soy wax 2. Unnecessary related content– videos,
burning -zero toxins or
Consumerism pollutants blogs, music and more;
Performance: Consistent 3. Cost-effective ✓ Water soluble - Easy to Water tracker to ensure
with the jar candles Recycling clean hydration

How Candle The residue The refill pillar You got yourself
refill depletes in a new Aroma
Exclusive offers related
wax is candle is placed in
candle the glass jar scraped off the glass container candle setup to holistic wellness
works?

A Awareness
THEME - Break the Taboo of
judgements around spirituality
OTT integration
In shows like Four More Shots
Display Ads
Social Media
& Photo Editing
Gaming apps
Social Media Marketing
New handles for Aura
Mangaldeep’s existing handles
Mangaldeep app
In-app promotion through
banners
Installed app category targeting
For mental
wellness apps like
Blogs & articles on education
about aromatherapy
Marketing Strategy: The AURA Framework
U User Consideration
Core communication
100% Mood
Refillable
natural based
Symbiotic partnerships with
Use of Aura candles during
spa services
Use of Aura candles during
yoga sessions
Use during spa services
Lifestyle Marketing
Budding
influencers
@thatsheengirl
Mental health awareness campaign
inspired by ‘Ab Samjhauta Nahin’.
Campaign Specimen link
Google search Ads
on category/ brand/ variant/
competitor keywords
E-Commerce banners & PDP
R Reach their rooms A Assuring Loyalty
E-commerce Search Ads Mangaldeep AURA App
Keywords
Scented candles, Playlists
Category aromatherapy products etc.
Burn
Mood Routines
Aura scented candles, PMS
time Affordable Vouchers
Brand candles, Aura fragrance etc.
Water tracker
Lavender candle, Candle for
Variant calmness, candles for
romantic dates etc. Promotion of refills
Competitor Iris vanilla, Miniso candles, Focus on advantages of using
Bryan & candy candles etc.
refills
✓ Cost Savings
TRIGGER ✓ Sustainable living
Time bound influencer
discount codes Product quality & experience
• Positive reviews on e-
DISCOUNTS
@trendelitee commerce listing
Offers on Flash sales & • Feedback from users
seasonal promotions on e- • Content on product superiority
commerce & gifting platforms
Remarketing
Show relevant ads to
In-Store branding i. existing customers periodically
At POS, aromacenters &
ii. Customers abandoning us at
Large Format Retail the cart