NR Group

Cycle Pure Agarbathies unites all its ambassadors for its campaign ‘India Prays With Cycle’

Mysuru, October 12, 2017: Cycle Pure Agarbathies, from the house of NR Group, the agarbathi to aerospace conglomerate, has boughttogether its three brand ambassadorsAmitabh Bachan, Sourav Ganguly and Ramesh Arvind for its latest campaign 'India Prays with Cycle'.

This is for the very first time, thata brand has bought together all their brand ambassadors, representing various geographies, in one film. To spread its message that prayer does not have one specific language, one tradition or one custom.But is connected by hope that resides in every mind and Cycle Pure Agarbathies, with its 70 years of purity,that spreadsits fragrance across every home through the length and breadth of the country. Commenting on this Arjun Ranga, Managing Director, Cycle Pure Agarbathies said, "Cycle Pure has always been part of India's prayers irrespective of their language, tradition, and beliefs. What better way to reinforce the same than bringing all our brand ambassadors from all geographies, in one film.

We are sure our consumers will relate to these emotions." Creative Head of DDB Mudra, Bangalore said "Prayer is never defined by language, culture or attire. Just like how everyone has a different reason to pray, everyone has a different way or praying too. But despite these differences, if there's one thing that binds these prayers together, it's hope. No matter where you're from or what language you speak, hope remains constant. And so, does Cycle Pure Agarbathi. A name synonymous with prayer across the country. And that's precisely what the film has tried to capture." The TVC shows all the three-brand ambassadors Amitabh Bachchanfrom the North, Sourav Ganguly from the East and Ramesh Arvind from the South following their tradition of prayer. Brought together by the purity of prayer- Cycle Pure agarbathies.

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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