NR Group

Cycle Pure Agarbathies strengthens the relationship with Amitabh Bachchan as the brand ambassador

Mysuru, November 12, 2018: Cycle Pure Agarbathies, world’s largest and only certified carbon neutral agarbathi manufacturer, proudly collaborates with Amitabh Bachchan as their Brand Ambassador for another 02 years. Amitabh Bachchan has been representing Cycle Pure Agarbathies’ products and ethos across India for the past 03 years. His presence has created a strong impact on the consumers and has helped in establishing an immaculate connect with the brand.

With this renewed association, the brand will take a leap forward with 360' campaign and stress on the purity of thought along with hope and optimism that the brand has always stood for. Further, through a series of creative campaigns, the brand intends to reinforce its position in the market and also to make in-roads into the hearts and minds of new customers.

Elaborating on the growth plans, Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathies, says, "Mr. Amitabh Bachchan is an embodiment of honesty, transparency, ethics, and dedication that Cycle Pure Agarbathies stands for, making him the perfect fit to be the brand ambassador. His focus on hard work and persistent career innovations also resonate with optimism that we wish to evoke in the minds of our consumers. He is an icon that the nation reveres, the association with Mr. Amitabh Bachchan has always been an ideal platform for us to create an utmost bond with our audiences across the country. We are glad to continue this association looking forward to exciting collaborations ahead."

So far, the Bollywood icon has endorsed and established the brand positioning "Prarthanaki shuddhata (Purity of Prayer)”"across a multitude of media vehicles, nationally. Centered on the theme of purity, the campaign beautifully blended the functionality of the product with the core value of the brand. The campaign also saw Cycle Pure Agarbathies revamping its packaging and incorporating Amitabh Bachchan as the face of the brand on the packets.

Speaking about the association, Mr. Amitabh Bachchan, says, "For over 70 years, Cycle Pure Agarbathies has been an integral part of religious practices across India instilling hope and nurturing faith. It has been a great experience representing the brand with strong ethos and values at its core. I feel privileged to continue our association and be a part of such a thought-provoking and innovative brand communication."

Over the years Cycle Pure Agarbathies have redefined the way agarbathies are perceived and purchased in India through their product and marketing innovations. Their campaigns "Everyone has a reason to pray' and 'Bhagwaan Hai' had created a paradigm shift in the way agarbathies are marketed in the country. It has won many accolades including Bronze Lion at the Cannes Advertisement Awards festival. Their initiatives like the 'Pray for India', a multi city below the line campaign during Cricket World Cup 2011 & 2015 had resulted in effective product placements. The supporting above the line campaign during the period like placing the slogan 'Everyone has the reason to pray' strategically under Sachin Tendulkar’s photo when he completed 100 centuries was highly appreciated for the thoughtfulness and placement. It received the prestigious Big Bang Awards in 2012.  In fact, the campaign "Everyone has a reason to pray" successfully converted religious and ritualistic mind-set to daily life spirituality in a powerful manner.

Cycle Pure Agarbathies

'Cycle Pure Agarbathies'is the flagship brand of Mysore-based NR Group, the world's largest incense stick manufacturer. It has the largest market share in India and has established itself as a major incense product exporter. Established with the vision to satiate the incense needs of the customer’s 'Cycle Pure Agarbathies' has wide array of products in its portfolio. In the in the premium category it serves customer through brands like Woods, Yogna, Dasara, Golden Flora, Eco – Ever classic originals and Lia. Three-in-One is the marquee brand and Rhythm, Good Luck, Bansuri, Godhuli, Sandalum, Heritage, Vasu 100, Morning Glory and NatyaKesari are some of the regular brands. Cycle Pure Agarbathies also caters to their discerning customers who look for Masala agarbathies with Pushkarni, Om Shanthi and Parampara

NR Group

The Mysore-based NR Group was founded by Shri N. Ranga Rao in 1948. A true visionary and philanthropist, Shri. Ranga Rao created the ubiquitous Cycle Pure Agarbathies which has today become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved in to a successfully run business conglomerate with established presence in India and abroad. 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. The Group is also very committed to its social responsibilities and fulfils them through its charity arm 'The NR Foundation'. The NR Group today is managed by the third generation of the Ranga family. For more information on the Group, please visit

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