Popular actor Alok Nath, known for his roles as a stereotypical Indian father who values traditions, says people have become very detached from their family members in present times.

The actor, who has been appointed as the face of Zedblack's Manthan Dhoop, said in a statement: "Today, despite staying in the same house, we see families are drifting away and stay detached because of over-usage of mobile phones. This independent life which today's families are preaching is not a good scenario."

The brand's latest campaign 'Manthan Zaroori Hai' urges masses to introspect modern lifestyle and focusses on overuse of mobile phones at home.

"I firmly believe in the tagline, which means... (Make) proper usage of time, for work and life at home with your loved ones, only then will you be in a happy state of mind," added Alok Nath.

Incense stick company Mysore Deep Perfumery House, which brings out Manthan Dhoop in seven variants, has cricketer Mahendra Singh Dhoni as the national brand ambassador for Zed Black. For regional markets, they have Bhagyashree for the West, Odhia star Barsha Priyadarshini for the East Indian market, and Alok Nath has been roped in for the North Indian market, read a statement.