Cycle Pure Agarbathi marked National Driver’s Day with a nationwide outreach programme that distributed VIBE Power Bag Air fresheners to drivers across multiple transport networks. The initiative positioned the brand around appreciation, comfort and emotional well-being, linking fragrance with everyday mobility.
Executed in collaboration with organisations including KSRTC, Ola Consumer, IFAT, VRL Travels, MSRTC and DTC, the activity reached drivers operating under demanding conditions and long working hours. Around 10 lakh VIBE Power Bag Air freshener sachets were distributed across ten cities, including Mumbai, Bangalore, Chennai, Hyderabad, Delhi and Kolkata.
In Karnataka, Cycle Pure Agarbathi partnered with KSRTC to place VIBE Power Bag Air fresheners across AC premium buses in Bangalore, Mysore and Mangaluru. This ensured that both drivers and passengers experienced the product during regular travel, integrating the brand into daily journeys.
The VIBE Power Bag Air freshener features Pineapple Punch, Pink Blossom and Apple Cinnamon fragrances. The variants were selected to create a calming and refreshing in-vehicle environment, aligning with the brand’s intent to acknowledge the physical and mental demands faced by drivers.
Arjun Ranga, managing director at Cycle Pure Agarbathi, said fragrance has always been about creating moments of calm. He added that the initiative was designed as a small but meaningful gesture to help drivers experience comfort and relaxation during long hours on the road.
Industry partners echoed this sentiment. IFAT founder and president Prashant Bhagesh Sawardekar said the collaboration helped app-based transport workers feel recognised. Ola Consumer’s spokesperson highlighted the central role drivers play in India’s mobility ecosystem, while VRL Travels noted the initiative’s relevance in easing everyday driving stress.
The campaign demonstrates how consumer brands can use occasion-led activations to build relevance beyond traditional advertising. By combining on-ground distribution with institutional partnerships, Cycle Pure Agarbathi extended its fragrance proposition into a functional, real-world context. The initiative reinforces the brand’s positioning around care and emotional well-being, while creating high-visibility touchpoints across public and private transport systems.
