Cycle Agarbatties 'prays' for the Indian team

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 23, 2015
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The incense stick brand has launched an on-ground campaign to offer prayers for the India's win in the ongoing Cricket World Cup.

Cycle Pure Agarbatties, manufacturer of incense sticks, has launched an on-ground initiative called 'Pray For India'. The campaign aims to provide a platform to ardent cricket fans to offer their prayers for the Indian cricket team to win the ICC World Cup 2015.

'Pray for India' features a series of on-ground initiatives like branded mobile vehicles moving around the city urging and collecting wishes and prayers from fans.

'May Indian team win the World Cup 2015' campaign

'May Indian team win the World Cup 2015' campaign

'May Indian team win the World Cup 2015' campaign

The mobile prayer van will carry a 6-foot-tall Mega Akhand Agarbatti, which will be lit at the end of the road show to symbolise the continuous prayer and support towards the nation's win.

The campaign will be rolled out across 62 cities in the country. It will also be supported by aggressive print and social media initiatives.

Elaborating on the campaign, Arjun Ranga, managing director, Cycle Pure Agarbatties, says, "Cricket is a religion in India. It is the spirit of the youth, and we would like to be associated with all such true emotions. We also believe in supporting and providing reasons to pray, and what could be better than praying for India's win?"

Over the years, Cycle has become one of the leading brands to be associated with cricket in India. The brand has been associated with cricket properties like Red Alert, Third Umpire branding and Milestone branding.

Apart from being major sponsors at various cricketing tournaments every year, Cycle Pure Agarbatties had launched the 'Pray for India' campaign, covering more than 100 cities, during the ICC World Cup in 2011.

Cycle Agarbatties is the flagship brand of the Mysore-based NR Group, founded by N. Ranga Rao in 1948. The Group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances, floral extracts (NESSO) and Rangsons Electronics.

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