Cycle Pure Agarbathies has released its new nation wide television campaign with the new television commercial for their Heritage brand of agarbathies. The strategic thought behind the commercial is that Heritage as a value does not change in our lives, however much we change outwardly. This thought offered two challenges, Heritage as a virtue had to be made relevant to the modern times, and it had to be made relevant to the product category.
The commercial expresses the thought through the character of a rock star and the use of the iconic song, ‘Mera jhootha hai Japani’. The campaign will run nationally across all major television channels in prime time slots. The film has been conceptualized by the agency CUT the CRAP. The most creative of talents has come together to create this landmark commercial. Amit Sharma of Chrome Pictures has directed the film.
Speaking on the campaign, Mr. Arjun Ranga, Managing Director, Cycle Pure agarbathies said,” With this campaign, we want to reinforce the latent belief of spirituality present in the minds of the youth today. We want to occupy not only the mind, but also the heart of the consumer. Our vision for the Brand Heritage is to make it the touchpoint for Indian tradition.
Commenting on the campaign Jagdish Acharya, Founder, CUT The CRAP said, “In a country like India, spiritual beliefs and rituals are instilled in children right from birth. The Indian youth of today is truly globalized in terms of his dreams, ambitions and lifestyle, yet his values remain rooted. The creative strategy was to connect to the duality of today’s generation. The iconic song Mera Jhootha hai Japani summed it up succinctly.
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