Mangalam brings #BreatheBhimseni experience at Lalbaugcha Raja

At Lalbaugcha Raja, the journey to Bappa begins long before the darshan. Recognising this as an opportunity to create a meaningful experience for devotees, Mangalam introduced #BreatheBhimseni – an immersive experience that brings together fragrance, tradition and sensory discovery along the iconic darshan journey. 

The installation transforms a part of the Lalbaugcha Raja queue into an immersive passage inspired by the purity and freshness of Bhimseni Camphor. As devotees make their way towards Bappa, the passage is infused with the familiar aroma of Bhimseni, creating a sensorial moment that accompanies them through their journey. 

Speaking about the initiative, Akshay Dujudwala, CEO, Mangalam Brands, said:v“Bhimseni has been a familiar part of Indian homes and rituals for generations. With #BreatheBhimseni, we wanted to introduce this tradition in a way that allows people to experience it beyond its conventional use – through fragrance, sensory engagement and aromatherapy. Lalbaugcha Raja offered us a unique opportunity to create this experience at a moment when devotees are already deeply connected with tradition and spirituality.” 

The experience also introduces Mangalam’s expanded Bhimseni range, featuring Original, Sandalwood, Rose and Lavender, bringing a wider choice of fragrances to a product rooted in Indian tradition. At the heart of the installation is fragrance itself. The aroma of Bhimseni accompanies devotees through the passage, creating an immersive environment that transforms an everyday part of the darshan journey into a moment of sensory engagement. 

Through #BreatheBhimseni, Mangalam invites devotees to experience a familiar tradition in a new, sensorial way – bringing together the purity of Bhimseni, the familiarity of fragrance and the spirit of the Lalbaugcha Raja experience.