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Cycle Pure Agarbathies highlights the purity of prayers

Conceptualised by DDB Mudra South and East, the campaign, featuring brand ambassador Amitabh Bachchan, marries the functionality of the product to the core value of the brand

BestMediaInfo Bureau | Mumbai | September 9, 2015

Cycle-Pure-Agarbathies Click on the image to watch the TVC.

Cycle Pure Agarbathies has rolled out its latest ad campaign, ‘Prarthana ki shuddhata’ (Purity of prayers) with Amitabh Bachchan, who was recently signed on as brand ambassador for the incense stick brand.

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

Centered on the theme of purity, the campaign 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 the 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 make in-roads into the hearts and minds of new customers.

The theme line has been translated into two 30-second ad films, which are the key element of the campaign. Produced by Rising Sun Films and directed by filmmaker Shoojit Sircar, the TVCs are supported by radio spots and direct outreach programmes across the country. The campaign also introduces the new packaging of Cycle Pure Agarbathies, which incorporate Amitabh Bachchan as the face of the brand.

Arjun Ranga Arjun Ranga

Arjun Ranga, Managing Director, Cycle Pure Agarbathies, commented, “We are extremely proud to be associated with 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 Amitabh Bachchan will be an ideal platform for us to connect with our audiences across the country.”

Sonal Dabral 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 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, 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.”

Sujay Ghosh Sujay Ghosh

Sujay Ghosh, Executive Vice-President, DDB Mudra South & East, added here, “Bachchan is a living legend; he evokes a lot of trust and embodies strength. He will bring immense credibility and memorability to Cycle Pure Agarbathies and its new brand message – ‘Purity of prayers’. Cycle Pure Agarbathies is known for its world class quality and fragrance. As a market leader, the focus has been to increase the relevance of this time-tested and proven brand – for both users and non-users – and increase awareness and penetration. We are absolutely confident that Bachchan’s association would only further enhance the brand’s equity and help us appeal to a wider audience.”

Speaking about the partnership, 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 the society, quality, transparency and purity. I feel privileged to be a part of such a thought-provoking campaign.”

The company has also planned an innovative dealers’ engagement programme. Ideated by DDB Mudra South and East, the programme, named ‘Meeting of the Legends’ will offer the growing retail network of Cycle Pure Agarbathies an opportunity to witness, comprehend and participate in Cycle’s journey of growth. The programme will see the use of 3D holographic projection technique which will let the participants to interact with Bachchan.

The TVC:



Brand: Cycle Pure Agarbathies

Creative agency: DDB Mudra South and East

Chairman and CCO: Sonal Dabral

President, DDB Mudra South & East: Ranji Cherian

Executive Vice-President, DDB Mudra South & East: Sujay Ghosh

Creative team: Arun Shankar, Jaffer Vemmulley

Account Planning: Padmapriya Muralidharan

Brand communications: Sijo Abraham


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