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Heritage Agarbathy celebrates Indianness factor

15-February-2012
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Heritage Agarbathy celebrates Indianness factor

Cycle Pure Agarbathies, which had last released the ‘Bhagwan Hai’ TVC, has come up with a new nationwide television campaign for its Heritage brand of agarbathies. The film has been conceptualised by creative agency Cut the Crap.

The brief given to the agency was that since brand Heritage had been out of sight and out of mind for a while, it needed to be given a platform and brought to immediate notice. Also, that the name Heritage must be leveraged, but in a way that it connected with the modern times.

The strategic thought behind the commercial is that Heritage as a value does not change in our lives, however much we change outwardly. This thought offered two challenges, Heritage as a virtue had to be made relevant to the modern times, and it had to be made relevant to the product category.

Commenting on the campaign, Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “With this campaign, we want to reinforce the latent belief of spirituality present in the minds of the youth today. We want to occupy not only the mind, but also the heart of the consumer. Our vision for Brand Heritage is to make it the touchpoint for Indian tradition.”

Jagdish Acharya, Founder, Cut The Crap, added here, “In a country like India, spiritual beliefs and rituals are instilled in children right from birth. The Indian youth of today is truly globalised in terms of his dreams, ambitions and lifestyle, yet his values remain rooted. The creative strategy was to connect to the duality of today’s generation. The iconic song ‘Mera Joota hai Japani’ summed it up succinctly.”

The TVC expresses the thought through the character of a rock star and the use of the classic song, ‘Mera joota hai Japani’ from Raj Kapoor’s ‘Shree 420’. As the rock star gets ready, he doesn’t forget to light an agarbathy and offer his prayers before leaving for his performance.

The campaign will run nationally across all major television channels in prime time slots. Amit Sharma of Chrome Pictures has directed the film.

Cycle Pure Agarbathies is manufactured by Mysore-based NR Group and is exported to more than 50 countries, worldwide. Cycle Pure Agarbathies has an array of agarbathies in the premium category: Three-in-One Rhythm, Woods, Lia are the marquee brands.

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