“Cycle Pure Agarbathies vests creative and brand building duties with Cut The Crap”

Cycle Pure Agarbathies vests creative and brand building duties with Cut The Crap

Mumbai, June 1st, 2016: Mumbai based Cut The Crap (CTC) has been appointed as the lead agency to handle three brands of Cycle Pure Agarbathies, the world’s largest agarbathi company.

Commenting on the appointment, says Arjun Ranga, Managing Director, Cycle Pure Agarbathies, “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.”

“I am delighted to announce our partnership with Cycle Pure Agarbathies that covers Heritage, Vasu and Om Shanthi brands from their portfolio,” said Jagdish Acharya, Founder & Creative Head of CTC.

Says Arjun, “We have rationalized 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.”

CTC was involved in the re-launch of Heritage and its campaign ‘Phir Bhi Dil Hai Hindustani’ was an immediate hit and got the brand buzzing and moving.

Jagdish further 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.”

Heritage Agarbathi was relaunched by Cycle Pure Agarbathies to a runaway success four years ago. It is a premium brand with mass appeal.  Vasu is the chosen flag-bearer for the largest and the most competitive popular segment. Om Shanthi has a pioneering role to play in pooja category and has products from haldi-kumkum to smartly packaged ready-to-use sambhrani.

About Cycle Pure Agarbathies

‘Cycle Pure Agarbathies’ is the flagship brand of the Mysore-based conglomerate NR Group. Cycle is the leading Agarbathi brand in India and is exported to over 70 countries. N .Ranga Rao and Sons, the makers of  Cycle Pure Agarbathies, recently received re-certification as a carbon neutral manufacturer from UK-based The CarbonNeutral Company — the leading provider of carbon reduction solutions in the world.  The distinction makes N. Ranga Rao and Sons the world’s first incense stick manufacturer to receive this recognition. The certification entitles the company to use carbon neutral symbol in all its products representing the quality and sustainable development the company fosters.

Cycle Pure Agarbathies has a wide array of sub brands in its portfolio catering to various segments. Cycle Pure Agarbathies has won numerous Export Awards and Awards for marketing excellence.

About Cut The Crap

CTC is a full service creative boutique agency based in Mumbai. It was founded by Jagdish Acharya, an ex- ECD with DDB Mudra. CTC launched its operations in 2009.

CTC is known for its focus on brand building and insight-driven creativity. It has several case study campaigns to its credit across categories such as food, personal care, education, publication, cosmetics, cement, health & fitness, laundry care, hair care, beverages, innerwear and OTC.