Cycle Pure Agarbathi launches campaign for 75th anniv celebrations

Cycle Pure Agarbathi has launched a new advertising campaign — Cycle Three-in-One agarbathi — conceived by the Mumbai-based creative boutique, Cut The Crap (CTC).

Timed with the brand’s 75th-anniversary celebrations, this innovative campaign is tailored to appeal to all age groups and diverse generations of people. The core message of the campaign revolves around the benefits of health, wealth, and happiness, all bundled in a single pack of agarbathi.

The advertisement employs a mix of conventional media channels, including television campaigns, radio broadcasts, print materials, digital platforms, and out-of-home advertising, spanning various markets.

Speaking about the brand’s newest campaign, 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 - health, wealth, and happiness. Health, Wealth, Happiness is a universal wish and prayer that has been developed into a brand platform for the iconic brand. Each advertisement we have crafted employs a distinct tone - ranging from playful and heart-warming to deeply moving and vibrant - with the aim of keeping the brand fresh and new in the minds.”