Cycle Pure Agarbathies ties up with the Kannada movie Jessie for in-film placement

CYCLE PURE AGARBATHIES ties up with the Kannada movie Jessie for in-film Placement


~Becomes the first brand to use in-song advertising in a Kannada movie~

CYCLE PURE AGARBATHIES ties up with the Kannada movie Jessie for in-film Placement


CYCLE PURE AGARBATHIES ties up with the Kannada movie Jessie for in-film Placement


Bangalore, February 17, 2016: Cycle Pure Agarbathies, world’s largest incense stick manufacturer, today announced its association with the upcoming Kannada movie Jessie. The collaboration will witness Cycle Pure Agarbathies sharing the screen space with the lead characters and also being incorporated in the lyrics of the song “Malgudi ya ooralle”, taking in-film advertising in regional cinema to the next level.  With this Cycle Pure Agarbathies becomes the first brand to explore in-song promotion in Kannada film industry.


Commenting on the association Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathies said, “We are extremely delighted to be a part of Pavan Wodeyar’s ‘Jessie’. At Cycle, we have always associated with all true emotions. Jessie is love story. The unconditional bond of love the movie portrays makes it a perfect fit for the brand. We are confident the collaboration will help us to strike a chord with the audience and strengthen our brand in their minds.”


Elaborating on the product placement Pavan Wodeyar, Director, Jessie said, “Cycle has been synonymous with piousness for generations. Jessie is a love story of two youngsters. The lead actress is a present-day girl. She is proud of her traditions yet is modern in her thinking and we were looking for props to narrate her character. The association with Cycle has helped us to effectively portray her character.”


“The growing focus on content and the growth in infrastructure seems to be attracting youngsters to regional cinema like never before. In fact, with regional cinema releasing in greater number of theatres both within and outside the country, it has become a formidable platform for brands like us.” Added Mr. Arjun Ranga 


Composed by Anoop Selin, the song is picturized on Parul Yadav. Link- The branding partnership was felicitated by Fountainhead/MKTG.


Jessie is an upcoming Kannada film written and directed by acclaimed director Pavan Wadeyar (Googly) fame. The film stars well known actors Dhananjay, Parul Yadav, and Raghu Mukherjee in lead roles. The film will be released on 18th March, 2016.


Over the years Cycle Pure Agarbathies have redefined the way incense sticks are perceived and purchased in India through their product and marketing innovations. Recently the company had signed Mr. Amitabh Bachchan as its brand ambassador.


Their campaigns ‘Everyone has a reason to pray’, ‘Bhagwaan Hai’ and ‘Prarthana ki shuddhata’ 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 and floral extracts (NESSO). 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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