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Cycle Pure Agarbathies awards creative, brand building duties to Cut The Crap

31-May-2016
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Cycle Pure Agarbathies awards creative, brand building duties to Cut The Crap

Mumbai based advertising agency Cut The Crap (CTC) has been appointed as the lead agency to handle three brands of Cycle Pure Agarbathies.

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 center stage in the coming years and I am happy to have CTC partnering us towards that goal.”

Jagdish Acharya, Founder and Creative Head of 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.”

Ranga 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.”

Acharya further added, “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 four years ago.  Vasu is the chosen flag-bearer for the largest and the most competitive popular segment. Om Shanthi has products from haldi-kumkum to smartly packaged ready-to-use sambhrani.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.