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Amitabh Bachchan, Sourav Ganguly, Ramesh Arvind show purity of prayer in Cycle Pure Agarbathies ad

The campaign conceptualised by DDB Mudra South aims at showing that prayer does not have one specific language, one tradition or one custom, but is connected by hope that resides in everyone’s mind

Click on the Image to watch the TVC.

Cycle Pure Agarbathies, from the house of NR Group, brings its three brand ambassadors – Amitabh Bachchan, Sourav Ganguly and Ramesh Arvind – together for its latest campaign ‘India prays with Cycle’. The campaign has been conceptualised by DDB Mudra South.

This is for the very first time that the brand has shown all of their brand ambassadors, representing various geographies, in one film. It spreads the message that prayer does not have one specific language, one tradition or one custom but is connected by hope that resides in everyone’s mind and in Cycle Pure Agarbathies. Through this campaign, Cycle Pure showcases 70-year of purity and fragrance, spread among every home through the length and breadth of the country.

Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “Cycle Pure has always been part of India’s prayers irrespective of their language, tradition and beliefs. What better way to reinforce the same than bringing all our brand ambassadors from all geographies, in one film. We are sure our consumers will relate to these emotions.”

Vishnu Srivatsav

Commenting on the campaign, Vishnu Srivatsav, DDB Mudra South, said, “Prayer is never defined by language, culture or attire. Just like how everyone has a different reason to pray, everyone has a different way or praying too. But despite these differences, if there's one thing that binds these prayers together, it is hope. No matter where you're from or what language you speak, hope remains constant. And so does Cycle Pure Agarbathies, a name synonymous with prayer across the country. And that's precisely what the film has tried to capture.”

The TVC shows all the three-brand ambassadors, Bachchan from the North, Ganguly from the East and Arvind from the South, following their tradition of prayer, brought together by the purity of prayer – Cycle Pure Agarbathies.

The TVC:


Agency Name: DDB Mudra South

President and Managing Partner, DDB Mudra South: Ranji Cherian

Creative: Vishnu Srivatsav, Saritha Rajagopal, Jaffer Vemmully, Robin Thomas, Arun Shankar, Vijith Vijayan

Account Management: Sujay Ghosh, Sijo Abraham

Account Planning: Padmapriya Muralidharan, Prashanth Murthy

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