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I have trouble understanding [this commercial](http://cm-watch.net/nipponkodo-
mochu/).

(This page also provides Japanese subtitles)

The woman has received a lot of 喪中はがき lately and so is worried about お香典.  
This part I understand but what the old guy says next is puzzling to me:

> 「私ね進物用のお線香を贈ってるんです。喪中見舞いって書いて お返しなんかいいから今度ゆっくり話し聞かせてって気持ちでね」と笹野さん

I get it that he recommends giving お線香, possibly because it's easier on the
purse, but what he says later is hard to parse:

> "お返しなんかいいから今度ゆっくり話し聞かせてって気持ちでね"

My best try: he says the meaning of お線香 is "not to ask something in return"
(お返しなんかいいから) but to "pay respect and have a leisurely chat". Doesn't make much
sense to me.
CC BY-SA 4.0
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translation
喪中 dialogue in incense commercial
In case you receive お線香 as a gift for mourning, you don't have to send
something back to the giver. He's making a deal to pretend as if he wants a
chat with the receiver, but he's trying to comfort the receiver more. It's a
cool technique.
CC BY-SA 4.0
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answer
They are concerning about the custom of 香典 and
[香典返し](https://www.ringbell.co.jp/giftconcierge/2898). 香典 is a monetary gift
given usually on the day of the funeral, and 香典返し is a small returning gift
given usually several weeks after the funeral. She is worrying if it's too
late to formally offer a 香典 because it may make the bereaved family worry
about 香典返し.

> お返しなんかいいから今度ゆっくり話し聞かせてって気持ちでね  
>  (I present _senko_ ) thinking "No returning gift is necessary, but please
> let me know about the deceased person sometime soon".

This ad makes sense partly because _senko_ is not expensive and partly because
giving _senko_ is (as far as I know) not a popular custom.
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answer