Cycle Pure Agarbathies releases new TV Campaign ‘Bhagwaan Hai’

Bangalore, February 15, 2010: Cycle Pure Agarbathies, India’s largest incense stick brand has launched a nation-wide television campaign with their new television commercial. The campaign will run for six weeks.

Centered on the theme Bhagwaan Hai Cycle Pure Agarbathies hopes that the new brand idea will go a long way in enhancing the values of the brand and reinforce Consumer trust for Cycle. The ad film not only intends to build brand saliency, but also aims at connecting with the consumer at a more emotional and serious level.

Commenting on the new television commercial, Arjun Ranga, Managing Partner, Cycle Pure Agarbathies said, “We want to occupy the consumer’s heart space, and not just mind space. We believe that after our successful campaign-Everyone has a reason to pray. The theme Bhagwaan Hai will further rekindle the hope that there is God for all the good in the world.”

Speaking on the campaign Joono Simon, Executive Creative Director (South), Mudra Communications said “In a country like India where spirituality is the very essence of existence, ‘Bhagwaan hai’ is an all pervasive thought. Brand Cycle is all about hope and unwavering optimism – the grand essentials of human life. The commercial takes the idea of ‘God’ out of the puja rooms to the large canvas of our daily life through a beautiful montage of rich imagery.“

The campaign will run nationally across major television channels in prime time slots. The film has been conceptualised and executed by renowned advertising agency, Mudra
Communications. The best of talent came together to create this landmark film. The TVC is directed by VK Prakash, National award winner and recipient of Best Debut Direction award. The cinematography was handled by renowned cinematographer, Jason West.

About Cycle Pure Agarbathies
CYCLE Pure Agarbathies is manufactured by the Mysore based NR Group. It is the leading agarbathie brand in India and is exported to more than 50 countries. CYCLE has an array of agarbathie brands viz Three in one, Lia, Rhythm, Woods, Flute .Three in One is India’s largest selling brand.

NR Group, a diversified Business Conglomerate is headquartered at Mysore, whose
interests range from incense to aromatics, electronics to education. The Group was founded in 1948 by the late Shri N Ranga Rao and started manufacturing quality incense sticks (Agarbathies) under the Brand name ‘CYCLE’. Today Cycle is India’s leading brand. The Group companies include, Ripple Fragrances, Rangsons Electronics, Rangsons Marketing Services and NESSO. NR group through its non profit wing NR foundation is involved in various social developmental activities.