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Cut The Crap bags Cycle Pure Agarbathies mandate

The agency will handle creative and brand-building for all the three brands – Heritage, Vasu and Om Shanthi

BestMediaInfo Bureau | Delhi | May 30, 2016


Mumbai-based advertising agency Cut The Crap (CTC) has been appointed as the lead agency to handle three brands of Cycle Pure Agarbathies, the world’s largest agarbathi company.

Arjun Ranga Arjun Ranga

Commenting on the appointment, Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “We did look at a few agencies. We decided to go with CTC because of their proven brand building capabilities. These are brands that will take centrestage in the coming years and I am happy to have CTC partnering us towards that goal.”

He added, “We have rationalized our portfolio of brands to sharply position, build and lead all segments of the market. Further, we have major plans to brand the commodity market for pooja accessories through Om Shanthi.”

Jagdish Acharya Jagdish Acharya

Jagdish Acharya, Founder & Creative Head, Cut The Crap, said, “I am delighted to announce our partnership with Cycle Pure Agarbathies that covers Heritage, Vasu and Om Shanthi brands from their portfolio.”

CTC was involved in the relaunch of Heritage and its campaign ‘Phir Bhi Dil Hai Hindustani’ was an immediate hit and got the brand buzzing and moving.

Jagdish further said, “This is an exciting new phase of Cycle. Our mandate is more than being the creative AOR. Our task is to play a nodal role and steer the brands across traditional and new age media.”

Heritage Agarbathi was relaunched by Cycle Pure Agarbathies to a runaway success four years ago. It is a premium brand with mass appeal. Vasu is the chosen flag-bearer for the largest and the most competitive popular segment. Om Shanthi has a pioneering role to play in pooja category and has products from haldi-kumkum to smartly packaged ready-to-use sambhrani.

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