Mumbai: Cycle Pure Agarbathi, India’s leading agarbathi manufacturer and a well-known NR Group brand, launched an exciting new advertising campaign — ‘Cycle Three in One agarbathi’. Timed with the brand’s 75th-anniversary celebrations, this innovative campaign is tailored to appeal to all age groups and diverse generations of people. The core message of the campaign revolves around the benefits of health, wealth, and happiness, all bundled in a single pack of agarbathi.
The ‘Cycle Three in One Agarbathi’ campaign masterfully captures the essence of prayer and worship. This unique product lends to three universal prayers of mankind – Health, Wealth, and Happiness – fulfilling essential human desires in one single package. The campaign comprises four distinct ads, each artfully underscores the intrinsic connection between prayer and these fundamental aspirations, effectively highlighting their significance. The advertisement employs a mix of conventional media channels, including television campaigns, radio broadcasts, print materials, digital platforms, and out-of-home advertising, spanning various markets. Cycle Pure Agarbathi, an iconic brand symbolizing optimism, devotion, and excellence, is deeply committed to constant innovation in its product offerings.
Speaking about the brand’s newest campaign, Cycle Pure Agarbathi managing director Arjun Ranga said, "A few decades ago, cycle created the original three-in-one agarbathi that has inspired a slew of three in ones in its wake. The original three-in-one was conceived with three unique fragrances created in house, to cater to the people’s need to change fragrances to suit different occasions. Three fragrances for three universal prayers of health, wealth and happiness. Cycle Three in one is synonymous with the category of agarbathi itself. Across the Indian landscape, the haldi kumkum gradient is universally recognised as agarbathi for prayer. We are humbled to have achieved this iconic status and association in people’s minds. The current campaign hopes to convey the core prayers the product symbolises.”
Echoing Ranga’s views, CTC founder & creative head Jagdish Acharya said, ‘' ‘Cycle 3 in 1' encapsulates the idea of combining three agarbathies into one, representing a trinity of blessings - good health, wealth, and happiness. This inventive product with its three exclusive fragrances serves as a conduit for drawing these blessings nearer. Each advertisement we have crafted employs a distinct tone - ranging from playful and heartwarming to deeply moving and vibrant - with the aim of creating a memorable impact in the minds of the people.”
The brand's dedication to innovation has led to a wide array of products, demonstrating its unflinching commitment to remaining at the forefront. With a strong emphasis on research and ingenuity, Cycle Pure continually endeavors to introduce novel creations and elevate existing ones. This persistent pursuit of perfection propels the brand to enthusiastically embrace groundbreaking marketing strategies, further establishing its position as an exemplar in the industry.
