Incense stick brand Cycle Agarbathies has unveiled a new campaign. The TV-led communication has been created by Mudra and revolves around the theme 'Bhagwan Hai'. It aims to make the brand idea go a long way in enhancing the values of the brand and reinforce consumer trust for Cycle.
Watch the commercial below:
Said Arjun Ranga, managing partner, Cycle Pure Agarbathies, “We want to occupy the consumer’s heart space and not just mind space. We believe that after our successful campaign, everyone has a reason to pray. The theme 'Bhagwaan Hai' will further rekindle the hope that there is God for all the good in the world.”
Speaking on the campaign Joono Simon, executive creative director (South), Mudra Communications said “In a country like India where spirituality is the very essence of existence, 'Bhagwaan hai' is an all pervasive thought. Brand Cycle is all about hope and unwavering optimism - the grand essentials of human life. The commercial takes the idea of ‘God’ out of the puja rooms to the large canvas of our daily life through a beautiful montage of rich imagery."
The campaign will run for six weeks in Hindi and four southern languages.
Project: Bhagwan Hai
Head of south: Ranji Cherian
Office head: Sujay Ghosh
Chief creative officer: Bobby Pawar
Executive creative director: Joono Simon
Art: Nabha Shetye
Copy: Sumitra Sengupta
Account Management: Navin D S, Anu Prasad
Account Planning: Suresh Mohankumar, Jit Lahiri
Production house: Trends Ad Films
Director: VK Prakash
Media used: TV