Cycle Pure Agarbathies rope in Amitabh Bachchan, Sourav Ganguly & Ramesh Arvind in one ad to celebrate diversity

Cycle Pure Agarbathies, from the house of NR Group, the agarbathi to aerospace conglomerate, brings its three brand ambassadors- Amitabh Bachan, Sourav Ganguly and Ramesh Arvind together for its latest campaign ‘India Prays with Cycle’

e4m by exchange4media Staff
Updated: Oct 28, 2017 8:32 AM

Cycle Pure Agarbathies, from the house of NR Group, the agarbathi to aerospace conglomerate, brings its three brand ambassadors- Amitabh Bachan, Sourav Ganguly and Ramesh Arvind together for its latest campaign ‘India Prays with Cycle’.

This is for the very first time, that a brand has on-boarded all of their brand ambassadors, representing various geographies, in one film. To spread its 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.

Commenting on this 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.”

Creative Head of DDB Mudra, Bangalore 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, its 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 Amitabh Bachchan from the North, Sourav Ganguly from the East and Ramesh Arvind from the South following their tradition of prayer, brought together by the purity of prayer- Cycle Pure agarbathies.

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