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 has rolled out its latest ad campaign, âPrarthana ki shuddhataâ (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 brandâs new positioning of âPrarthana ki shuddhataâ 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, Managing Director, Cycle Pure Agarbathies, commented, âWe 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.â
Commenting on the campaign, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, said, âCycle 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. Iâm sure the audience will feel the sincerity and purity of the brand in these simple heartfelt anecdotes.â
Sujay Ghosh, Executive Vice-President, DDB Mudra South & East, added here, âBachchan 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 â âPurity of prayersâ. 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 â for both users and non-users â and increase awareness and penetration. We are absolutely confident that Bachchanâs association would only further enhance the brandâs equity and help us appeal to a wider audience.â
Speaking about the partnership, Bachchan said, âFor 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.â
The company has also planned an innovative dealersâ engagement programme. Ideated by DDB Mudra South and East, the programme, named âMeeting of the Legendsâ will offer the growing retail network of Cycle Pure Agarbathies an opportunity to witness, comprehend and participate in Cycleâs journey of growth. The programme will see the use of 3D holographic projection technique which will let the participants to interact with Bachchan.
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