Cycle Pure Agarbathies signs Amitabh Bachchan as the Brand Ambassador.

Cycle Pure Agarbathies Signs Amitabh Bachchan as THE BRAND Ambassador


~Rolls out aggressive plans to double its market presence~

Mysore, July 24, 2015: Cycle Pure Agarbathies, world’s largest incense stick manufacturer, today announced their aggressive national growth plans. Currently the market leader, the company is planning to double its footing in the sector. As part of the rapid expansion strategy Cycle Pure Agarbathies have signed Mr. Amitabh Bachchan as the face of the brand.


The new campaign that will be aired from August 1st, 2015, will witness the Bollywood icon endorsing the new brand positioning “Prarthana ki shuddhata (Purity of Prayer)” across across a multitude of media vehicles nationally. The campaign has been conceptualized by DDB Mudra. The television commercial is produced by Rising Sun Films and directed by Shoojit Sircar, of the “Piku” fame. The television commercial will be supported by radio spots and direct outreach programmes across the country. The campaign will also see Cycle Pure Agarbathies revamping its packaging and incorporating Amitabh Bachchan as the face of the brand on the packets.


Centered on the theme of purity, the campaign beautifully marries the functionality of the product to the core value of the brand. It takes a leap forward and stresses on purity of thought along with hope and optimism that the brand has always stood for. Through the campaign Cycle Pure Agarbathies is planning to reinforce its position in the market and also to make in-roads into the hearts and minds of new customers.


Elaborating on the growth plans, Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “With upward surge in growth, it is an exciting time for us. The fortifying of the marketing strategy will help us to consolidate and maintain our leadership position. We are looking to grow at 30% in the current financial year.”


“We are extremely proud to be associated with Mr. Amitabh Bachchan. He is an embodiment of honesty, transparency, ethics and dedication that Cycle Pure Agarbathies stands for making him the perfect fit to be the brand ambassador. His focus on hard work and persistent career innovations also resonates with optimism that we wish to evoke in the minds of our consumers. He is an icon that the nation reveres, the association with Mr. Amitabh Bachchan will be an ideal platform for us to connect with our audiences across the country” added Mr. Arjun Ranga


Speaking about the partnership, Mr. Amitabh Bachchan, said, “For over 60 years, Cycle Pure Agarbathies has been an integral part of every household across India giving hope and nurturing faith. They have been synonymous with the values that I cherish and wish to propagate like concern for society, quality, transparency and purity. I feel privileged to be a part of such a thought-provoking campaign.”


Commenting on the campaign, Mr. Sonal Dabral, Chairman & Chief Creative Officer DDB Mudra said, “Spirituality and values like purity are an integral part of our culture. The new campaign- “Prathana Ki Shudhata” is about the purity of thoughts and deeds as much about the purity of prayer. We are confident the campaign will not only strike a chord with mind of the consumer, it will occupy a space in the consumer’s heart as well.”


The company has also planned an innovative dealers’ engagement programme. Named Meeting of the Legends, the event will offer the growing retail network of Cycle Pure Agarabthies an opportunity to witness, comprehend and participate in Cycle’s journey of growth. First of its kind, covering the length and breadth of the country, the programme will offer Cycle family the chance to witness the grandeur of the Bollywod icon up-close. It uses the 3D holographic projection technique similar to Narendra Modi’s campaign in 2014 Bi Elections, to launch and interact with Mr. Amitabh Bachchan.


Over the years Cycle Pure Agarbathies have redefined the way incense sticks are perceived and purchased in India through their product and marketing innovations. Their campaigns ‘Everyone has a reason to pray’ and ‘Bhagwaan Hai’ had created a paradigm shift in the way incense sticks are marketed in the country. It has won many an accolades. The radio spot featuring the incessant ring of a bicycle bell won the Bronze Lion at the Cannes Advertisement Awards festival in 2008. Their initiatives like the ‘Pray for India’, a multi city below the line campaign during Cricket World Cup 2011 & 2015 had resulted in effective product placements. The supporting above the line campaign during the period like placing the slogan ‘Everyone has the reason to pray’ strategically under Sachin Tendulkar’s photo when he completed 100 centuries was highly appreciated for the thoughtfulness and placement. It received the prestigious Big Bang Awards in 2012.  In fact, the campaign “Everyone has a reason to pray” successfully converted religious and ritualistic mind-set to daily life spirituality in a powerful manner.


About Cycle Pure Agarbathies

‘Cycle Pure Agarbathies’ is the flagship brand of Mysore-based NR Group, the world’s largest incense stick manufacturer. It has the largest market share in India and has established itself as a major incense product exporter. Established with the vision to satiate the incense needs of the customer’s ‘Cycle Pure Agarbathies’ has wide array of products in its portfolio. In the in the premium category it serves customer through brands like Woods, Yogna, Dasara, Golden Flora, Eco – Ever classic originals and Lia. Three-in-One is the marquee brand and Rhythm, Good Luck, Bansuri, Godhuli, Sandalum, Heritage, Vasu 100, Morning Glory and NatyaKesari are some of the regular brands. Cycle Pure Agarbathies also caters to their discerning customers who look for Masala agarbathies with Pushkarni, Om Shanthi and Parampara


About NR Group

The Mysore-based NR Group was founded by Shri N. Ranga Rao in 1948. A true visionary and philanthropist, Shri. Ranga Rao created the ubiquitous Cycle Pure Agarbathies which has today become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved in to a successfully run business conglomerate with established presence in India and abroad. The Group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car-fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances, floral extracts (NESSO) and Rangsons Electronics. The Group is also very committed to its social responsibilities and fulfils them through its charity arm ‘The NR Foundation’. The NR Group today is managed by the third generation of the Ranga family. For more information on the Group, please visit


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