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

Mumbai-based advertising agency Cut The Crap (CTC) has been appointed as the lead agency to handle three brands of Cycle Pure Agarbathies. 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.
 
Commenting on the appointment, Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “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.” He added, “We have rationalised 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.” 
 
“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 Cut The Crap. He further said, “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.
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