Cycle Pure Agarbathi from NR Group has launched an advertising campaign for its Cycle Three in One brand. Two films of the campaign underline the triple benefits of the brand as ‘Health, Wealth and Happiness’.
One of the films features two women engaged in friendly banter about the agarbathi that one of them has purchased. Besides the benefits that one of them spells out, there is the element of surprise fragrance, reveals the buyer.
Set in a classroom, another film shows kids raising their arms enthusiastically as the teacher enlists ‘Health’ and ‘Wealth. When he says ‘Happiness’, one of the boys breaks into song and dance. Asked where he got all three from, he responds saying he got it from Cycle, allowing the brand to make an entry.
The campaign comes alongside the brand’s 75th-anniversary celebrations, informed an official statement.
Arjun Ranga, Managing Director, Cycle Pure Agarbathi, 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.”
Jagdish Acharya, Founder & Creative Head, CTC, 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.”
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