‘Health, Wealth and Happiness’
Cycle Pure Agarbathi has launched a new advertising campaign, Cycle Three-in-One Agarbathi, which is timed to coincide with their 75th anniversary celebrations.
Conceived by the creative boutique Cut the Crap (CTC), this fresh and innovative campaign is tailored to appeal to all age groups and various generations of people. Its core message revolves around the benefits of health, wealth, and happiness, conveniently bundled into a single pack of agarbathi.
The first ad film features two women engaged in easy banter about the agarbathi that one of them has purchased, revealing the benefits of it in a conversational and relatable manner in addition to emphasizing its element of surprise fragrance.
The second ad film is set in a classroom and shows kids raising their arms enthusiastically as their teacher enlists ‘Health and ‘Wealth’. When their teacher says ‘Happiness’, one of the boys breaks into an enthusiastic song and dance. Asked where he got all three from, he responds saying he got it from Cycle.
Arjun Ranga, Managing Director, Cycle Pure Agarbathi, commented on the campaign: “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.”
Cycle Pure Agarbathi’s advertisement by CTC employs a mixture of conventional media channels, including television campaigns, digital platforms, radio broadcasts, print materials, and out-of-home advertising that spans various markets. This will undoubtedly maximize their reach and ensure wider audience engagement.
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