Traditionally, incense has been associated with prayer, religion and all things sacred. Why limit this heavenly fragrance to the heavens alone, though? This is the thought with which The Image Company decided to capture the versatility of a global brand like Sarathi International Inc. This agarbatti manufacturing venture is known worldwide as a provider of superior quality incense sticks, cones, burners & fragrances. The patrons of Sarathi’s well-crafted merchandise include individual importers, department stores, boutique stores, gift shop chains, religious organizations and institutions that deal in therapy. They, therefore, needed images that would effectively evoke the multifaceted purposes of their incense products. To do this, we attempted to strike the right balance between mood and market and capture the ethereal quality of their incense sticks accordingly. The resulting photos showcased this crucial harmony between practicality and expressive aesthetics.