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Tag: Cycle Pure Agarbathies

  • He has been representing Cycle Pure Agarbathies’ products and ethos across India for the past three years

    Cycle Pure Agarbathies extends brand partnership with Amitabh Bachchan

    By A Correspondent

     

    Cycle Pure Agarbathies has extended its collaboration with Amitabh Bachchan as its brand ambassador for another two years. Bachchan has been representing Cycle Pure Agarbathies’ products and ethos across India for the past three years.

     

    Elaborating on the growth plans, Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said: “Amitabh Bachchan 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 resonate with optimism that we wish to evoke in the minds of our consumers. He is an icon that the nation reveres, the association with Amitabh Bachchan has always been an ideal platform for us to create an utmost bond with our audiences across the country. We are glad to continue this association looking forward to exciting collaborations ahead.”

     

     

  • Cycle Rhythm plans to launch a series of television commercials with Ganguly, to start a two-year association

    Cycle Rhythm introduces Sourav Ganguly as brand ambassador

    By A Correspondent

     

    Cycle Rhythm, from the house of Cycle Pure Agarbathies, has inducted former  India cricket captain and now administrator Sourav Ganguly as its brand ambassador for Bengal. Cycle Pure Agarbathies is the flagship brand of the Mysuru-based NR Group.

     

    The brand plans to launch a series of television commercials with Ganguly, to start a two-year association. The commercials also feature danseuse-actress Mamata Shankar, singer Rupankar and actress Monami. The television commercial will be supported by print, radio, outdoor advertising and events, making it a 360-degree campaign.

     

    Said Arjun Ranga, Managing Director, Cycle Pure Agarbathies: “From his debut at Lords to being Team India captain, Sourav Ganguly has epitomised the hope and faith of the country. His determination and leadership inspires all of us, encourages us to have faith in our efforts and our prayers. Which is why Cycle Rhythm associates naturally with him. And it so happens Sourav, in Bengali, means fragrance and Cycle Rhythm has been widely recognised for its unique, long-lasting fragrances.”

     

  • The campaign showcases the Bollywood icon endorsing the brand’s new positioning

    Cycle Agarbathi rolls out latest ad campaign

    By A Correspondent

     

    Following the recent announcement of Cycle Pure Agarbathies bringing Amitabh Bachchan on board as a brand ambassador, the brand has rolled out its ad campaign ‘Prarthana ki shuddhata’ (Purity of prayer).

     

    Created by DDB Mudra South and East, the campaign showcases the Bollywood icon endorsing the brand’s new positioning ‘Prarthana ki shuddhata’ across a multitude of media vehicles nationally.

     

    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.

     

    The theme-line has been translated as two 30 sec ad films which are the key element of the campaign. Produced by Rising Sun Films and directed by Shoojit Sircar, of the “Piku” fame, the television commercials are supported by radio spots and direct outreach programmes across the country. The campaign is also introducing the new packaging of Cycle Pure Agarbathies and incorporating Amitabh Bachchan as the face of the brand on the packets.

     

    Arjun Ranga, Managing Director, Cycle Pure Agarbathies said, “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.”

     

    Sonal Dabral

    Commenting on the campaign, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group said, “Cycle Agarbathies is a 60 year old iconic brand of trust and heritage. It is built on values of sincerity and purity. Really, there is no one who can speak for the brand better than Mr. Amitabh Bachchan. The campaign at one level is a straight testimonial. But they are also personal stories of warmth that come from his heart. Of course, a perfectionist that he is, Mr.Bachchan was passionate about the stories and was fully involved in the crafting of the scripts. I’m sure the audience will feel the sincerity and purity of the brand in these simple heartfelt anecdotes.”

     

  • Who would have thought that an agarbathi brand will come up with such out of the box thinking to reach the remotest population?

    Marketing, Cycle-ishtyle

    By Tuhina Anand

     

    Arjun Ranga

    Cycle Pure Agarbathies has been finding unique ways to build connect with its consumers. One thing that stands out is the company’s attempt to invest in innovative advertising, unlike its competition that focuses mainly on trade-oriented promotions. In 2011, during the World Cup, it had very successfully launched Pray forIndiacampaign to connect with the masses.

     

    The brand, Cycle Pure Agarbathies, belongs to the parent company NR Group, which has a turnover of Rs650 crore. From its very inception, the company has been focusing on reaching the rural masses.

     

    However, three years back, it intensified its initiative and started focusing on reaching villages with a population of 10,000 and more. It modified its target in 2012 to reach places which have a minimum population of 5,000 people. In its bid to reach the interior most locales of India, the company has branded vans that move across hundreds of towns and villages in India. These vans have Cycle products that are ready to be sold to the public. The company also ensures that it participates in the community fairs and exhibitions that take place in villages and towns.

     

    Besides this, the company has been focusing on initiatives to preserveIndia’s dying culture and traditions. The company has been focusing on cause-related marketing activities, specifically on preserving India’s culture and heritage.

     

    To encourage young minds to appreciate India’s rich culture and heritage, the company has initiated a heritage quiz. The quiz is framed on many themes of India heritage including monuments, epics, mythology, origin of various festivals among others. The quiz just concluded its first session in Chennai on July 7 and will be held in Kolkata on August 25 followed by Ahmedabad in September this year.

     

    From 2009, the company has also been organizing the ‘Cycle Sheri Garba’ – Sheri Garba is a traditional art form of Gujarat- in its attempt to resurrect the original style of garba which is now crushed under commercialization. The organizers of Sheri Garbha have appreciated Cycle’s effort in reviving the Garba with its traditional practices.

     

    The company also started Rhythm Ta Ta Thai Thai to showcase the young female dance talent in and Rhythm Dhaker ladai, a contest for drum beaters in West Bengal.

     

    In a category like incense sticks, where building brand is difficult, Cycle has been quite successful. Arjun Ranga, Managing Director, Cycle Pure Agarbathies, elaborated: “We have unique fragrances with formulations handed down from generations that help in elevating mood for sampoorna dhyaan (complete concentration). Our prime focus is to get superior raw materials and provide consistency in quality. Besides, we have been bringing innovations across the value chain.”

     

    He added: “From the very inception, brand building was given priority, which was a key differential compared to competition. Well known advertising agencies were roped in. Over the year’s consistent quality, distribution, promotions and advertising have built up strong brand equity, and created a strong consumer pull.”

     

    While building the brand Cycle, there have been few parameters that include distinctly superior quality compared to competition, value for money offerings, exclusive fragrances, commitment and ethical practice, customer focus, constant innovation and investment in brand building and significant focus on R&D.

     

    The company has been launching occasion related pooja kits – like a kit for Ganesh Chaturthi. Mr Ranga also pointed out few other initiatives that include the rural marketing/saturation coverage in all parts of the country, intensifying involvement in cause-related marketing and focusing on social media and digital marketing.
    The Mysore-based NR Group was founded by N Ranga Rao in 1948. Interestingly, Mr Rao decided to call his range of incense sticks Cycle as the symbol recognized across the globe. Today Cycle Pure Agarbathies is widely known incense brand.