Big B to be brand ambassador of Cycle Pure Agarbathies

Virendra Pandit | | Updated on: Dec 06, 2021

Megastar Amitabh Bachchan, who spearheaded promotion campaign of Gujarat Tourism, will now be the brand ambassador of “Cycle Pure Agarbathies”, manufactured by the Mysore-based NR Ranga Rao & Sons.

Announcing this here, Arjun Ranga, Managing Director, said on Wednesday that the association will witness the Bollywood icon endorsing the new brand positioning “Prarthana ki Shuddhata” across a multitude of platforms.

He also unveiled TV commercial advertisements featuring Bachchan promoting the agarbathies in Gujarati, Hindi and English languages that are set to hit the small screen soon. These ads have been created by Shoojit Sircar, who recently directed the much-acclaimed film “Piku”, a company official said.

The closely-held, family-run company, having 20 manufacturing locations across India, plans to double the number of its outlets to 20 lakh in the next three years in what is its aggressive northward push after becoming the top agarbathi seller in the southern states and Maharashtra. Its product price ranges from Rs 5 to Rs 200 per incense sticks packet.

The 1948-founded company has also planned an innovative dealers’ engagement programme to offer them a chance to be up-close to Bachchan. “It uses the 3D holographic technique similar to (PM) Narendra Modi’s campaign in (the) 2014 elections to launch and interact with Mr Amitabh Bachchan,” said a company statement.

The domestic organised incense sticks market is around Rs 2,000 crore (including exports worth Rs 500 crore), with an evenly sized unorganised market as well. Cycle Pure, with a 20 per cent share in the organised market, is “the world’s largest incense stick manufacturer". With the Bachchan campaign, it hopes to double its current market share, especially in Gujarat.

The NR Group company provides employment to nearly 20,000 people, mostly women, and has a five lakh sq feet mother plant in Mysore. It produces in-house around 500 fragrances and 900 crore agarbathies, and, through backward integration, gets raw materials for its products from contract farmers and others.

Published on July 22, 2015
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