NR Group

Cycle Pure Agarbathies strengthens the relationship with Ramesh Aravind as the brand ambassador

Mysuru, November 21, 2018:Cycle Pure Agarbathies, world’s largest and only certified carbon neutral agarbathi manufacturer, proudly collaborates with Ramesh Aravind as their Brand Ambassador for another 02 years. Ramesh Aravind has been representing Cycle Pure Agarbathies’ products and ethos across Karnataka for the past 02 years. His presence has created a strong impact on the consumers and has helped in establishing an immaculate connect with the brand.

So far, the Kannada superstar has endorsed Vasu Agarbathies actively in the Karnataka region. He has strengthened the brand’s positioning of “Vasu irrlebeku”, (VASU IS A MUST) as the face of the brand in a 3600 communication campaign. The campaign involved a combination of several activities which imparted the core message of prosperity and successes with Vasu, which is designed to cater to the different moods and tastes of the users. The association of Vasu Agarbathies and Ramesh highlighted the presence of the brand in the market.

Speaking about the collaboration, Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathies, says, “We are thrilled with this renewal of our association. With this association, we hope to reinforce our presence and make Vasu a part of every household.”

“Ramesh is an iconic actor, admired and loved by everyone. The brand holds pride in this association with him, he truly is an embodiment of honesty, transparency, ethics and qualities that Vasu Agarbathi stands for,” he added.

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.

About the association, Mr Ramesh Aravind, says, “While growing up, my prayers would not have been complete without lighting agarbathies. It is a part of my tradition and rituals which I would like to pass on to my children and grandchildren as well. Vasu Agarbathies have been synonymous with the values like concern for society, quality, transparency & purity that I cherish & believe in. I am happy to continue this association and be a part of such delightful campaign.

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 Mysuru-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 Technologies. Today it is truly an Agarbathi to Aerospace conglomerate as it is also involved in making parts for defense helicopters. The organization has largely committed towards social responsibilities and fulfils them, through its charity arm 'NR Foundation'. NR Group today is managed by the third generation of the Ranga family. For more information on NR Group, please visit

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