Cut The Crap (CTC) has bagged the creative duties for three brands of Cycle Pure Agarbathies post a multi-agency pitch. The brands the agency will be working on are Heritage, Vasu and Om Shanthi.
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. We have rationalised 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.”
Jagdish Acharya, founder and creative head, 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."
Cut The Crap had previously worked on a campaign for Heritage.
Acharya 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.”