Cycle pure agarbatties: Lord Natraj

In India, all Hindu prayers and religious functions start with the lighting of incense to invoke the gods. Further, in all Hindu homes and business establishments, a puja (prayer) is done at the start of each new day and incense is lit. Thus, Incense sold for religious purposes is the largest reason to buy in this segment.

So creating gods from cycle parts solved the marketing problem efficiently and simply. And the line when translated says, ‘God comes with cycle’ (roughly translated) completes the communication.

Advertising Agency: Mudra communications, Mumbai, India
National Creative Director: Bobby Pawar
Creative Directors / Copywriters: Varun Mehta
Art Directors: Vivek Jadhav, Vijayanand M Kanakuntla
Photographer: Varun Mehta
Published: December 2008

78 comments

naresh's picture
naresh
294 pencils

Extraordinary Art Direction, Keep it up guys.

Noddy

Guest's picture
Guest

True its an extraordinary work.
BUT - Who is your TG? What is your product?
please keep all these things in your mind while doing something like this.

Guest's picture
Guest

I guess this is for a bicycle (cycle) manufacturer. Great job nice line as it translated!

Guest's picture
Guest

This is essence stick. how it won last year.... its equally bad this year toooo!!! Last years radio were gud!!

Adaddicted's picture
Adaddicted
3435 pencils

: P

withalltherespects

wildbore's picture
wildbore
749 pencils

BULL SHIT!

Guest's picture
Guest

what the f**k

shakejazz's picture
shakejazz
16 pencils

No sweetheart, it's not for a bicycle brand. The product is incense (perfumed) stick. The brand name happens to be Cycle...you can now review your review

ajit_hsahu's picture
ajit_hsahu
83 pencils

I would rather do it very simple and clear. A bicycle standing outside the temple.

wildbore's picture
wildbore
749 pencils

PLS DON'T KILL GODS 4 AWARDS!

Guest's picture
Guest

spooky

Guest's picture
Guest

Could have been better!!

Guest's picture
Guest

FUCK YOU CUNTS IN INDIA WHO CANNOT PRODUCE ONE ADVERT WITHOUT EXPLOITING A RELIGIOUS OR CULTURAL REFERENCE. ALL I EVER HEAR FROM INDIA IS "IN INDIAN CULTURE WE DO THIS, IN INDIAN CULTURE WE DO THAT" I CAN'T REMEMBER THE LAST TIME OTHER NATIONS RAPED THEIR CULTURES FOR IDEAS AT THE RATE YOU LOSERS ARE.DON'T POST HERE UNTIL YOU CAN ACTUALLY EXPLORE CONTEXTS OUTSIDE OF THOSE RIGHT IN FRONT OF YOU!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! AARGH!!!! AAARGH!!!!

ivan's picture
ivan

Question to the community: Shall I censor this comment for foul language or you're ok with it?

Ivan Raszl, admin of AotW

Skor's picture
Skor
208 pencils

Don't censor this comment... I am really looking forward to the mega-war that this comment is soon to start...!!!! This person really ought to know that what he/she has spoken makes absolutely no sense and he/she has just hurt a whole lot of people!

And also Ivan, is there any way of disabling Guest Comments... Not just in this case but in a lot of other posts too, there are completely random, meaningless comments from these guest commentators!

Adaddicted's picture
Adaddicted
3435 pencils

Exactly my thought! Ivan I've requested for that earlier. Block all 'Ghost comments'!!!

withalltherespects

i am zero's picture
i am zero
142 pencils

NO GUESTS INVITED

plz stop GUEST comments,

coment anything, in whatever kind of language but atleast dare to be on front...

sorry Ivan, but these assholes should be blocked,
so that it will become a debate,
and not a place to praise own creatives or throw s#!t at someone's

stop GUEST comments

---
pashya is zero

Ad Analyst's picture
Ad Analyst
451 pencils

Dear Ivan this the forum of communication media and i think taboo is never a subject to the communication. You have the right to keep the sites culture aloof all the odds that creates a violence here. Even in my early time while i was posting my work on forum used to get irritated by the negative comments but that comments made me learn to hold a calmness and to listen, which is the most important stuff to this media world. Hope you understand what we all AOW community expect to you!!!

Ad Analyst, (Advertising Journals) INDIA

Guest's picture
Guest

Looks like someone needs to get laid.

kyarajesh's picture
kyarajesh
90 pencils

you hardly know anything about india and indian culture. so shut up. in fact we needs more and more ideas that are rooted in our culture. sadly there are enough homegrown, confused, pretending yankees in our industry who don't know what our people and country is all about. they blindly follow international formats and styles that do nothing for the brand in the local market.

Guest's picture
Guest

hey baby we indians are lucky because have a culture and we proud you don't have that is not our problem

Guest's picture
Guest

oh so you are an american fucker who has nothing to call his own except slavery, drugs and sex. No wonder you can not appreciate cultural and religious references that we indians are proud to have and be associated with. PITY YOU GUYS STILL EXIST AFTER ALL TEHSE YEARS OF SNOBERY, HATRED AND MALICE FOR EACH OTHER AND TEH WORLD AT LARGE. OH AND I ALMOST FORGOT RECESSION------THAT'S WHAT HAD MADE YOU THIS ANGRY, NO. Or is it all the jobs that we eductaed and literate indians take away from you guys on your very soil.

CHEERS............

Guest's picture
Guest

so you think india is full of cunts, so what is your country made of you mother fucker. Be bold and send in your id, i will personally "kick your ass up so high that you will have to take your shirt of to shit"...how abt that, isn't that an new ass kicking idea. if you don't know what India stands for shut the fuck and suck you mum's nipples... wanna know me????

kaushik

yssridutt's picture
yssridutt
4 pencils

Poor child. Overloaded with his own thoughts! :D

Dalbir Singh's picture
Dalbir Singh
552 pencils

This could have made out of a wrist watch parts. I would have really made efforts to make some key cycle parts like wheels, handles, bike seat more prominent.

Guest's picture
Guest

wtf????

my head hurts after the explanation

Guest's picture
Guest

Even with the explanation, which needs explaining itself, I really don't know.

Guest's picture
Guest

And what does incense have to do with the idea? They go to lengths explaining incense and then switch streams to cycles. Wha? I felt slapped.

Guest's picture
Guest

Dear 09:12 guest commenter can you please explain us how did you get this feeling that this piece of art has raped the Indian culture? Do you think you know our culture better? I think your frustration must be towards such fantastic work is coming from the country which kept itself low profile for years. And now suddenly poped up, seen and appreciated accross the world.

Dude, do good work and appreciate good work... thats our culture.

Jai Ho!

Guest's picture
Guest

thank u for the explanation.
and we need that indeed.
but the idea is very poor.

Guest's picture
Guest

amazing sculpture bullshit ad.

Guest's picture
Guest

The ads demanded the use of culture/religion icons. But I agree with the rant in caps a few posts before. It's too tiring to see Indian ads always use culture angles.

That said, this is a scam campaign. Sure execution might be impressive, but the idea is zilch. At best, you can call it a typography made with cycle parts.

Speaking of scams, winning awards for ads that don't increase sales/recall by the slightest count as empty victories. Pyrrhic.

Guest's picture
Guest

THEN YOU MUST ALSO AGREE HOW 'JESUS CHRIST' GETS SCREWD WITH MODERN ART DIRECTION IN ROCK POSTERS ACROSS AMERICA. HOW HES FOUND EVERYWHERE FROM TSHIRTS TO PANTIES TO TOILET SEATS TO ALL THE POSSIBLE PLACES AN AVERAGE ART DIRECTOR COULD THINK OF.

Guest's picture
Guest

I think people should learn to choose their words before opening their big mouth. Especially, people in the business of communication. Using 'FUck' and 'cunt' in comments only shows what you are. I have seen these structures in reality and believe me you, they look phenomenal. And I think it is a great idea. Please guys, before you start commenting, use something that comes between your eyes and mouth. Your brain.
I think it's a great piece of art created with truck loads of hardwork. Literally and figuratively. Period.

Guest's picture
Guest

completely wrong creative 'God comes ‘with’ cycle’ or 'thru' cycle.
your idea not connect 'with' copy. even not connect 'with' sculpture.

Guest's picture
Guest

don't play with hindu emotions. Bull Shit F**K Man.

Guest's picture
Guest

chutyapanti....

Guest's picture
Guest

alien part 5

Guest's picture
Guest

CRAP CRAP CRAP!!! BULLSHIT!!! IVAN HOW CAN U POST THESE???? ITS MUCH BELOW AVERAGE STUFFS DUDE!!

Guest's picture
Guest

DON'T SHOW THE WORK IN DAMAGING THE INDIAN PEOPLE GODS ETC.,,

IF YOU HAVE THAT TALENT SHOW YOU WORK IN DIFFERENT WAY

JAGAN: HYD - STOCKASSORTMENT

Guest's picture
Guest

FUCK YOU, YOU CUNT. WHEREVER THE FUCK YOU'RE FROM. TELL US ABOUT THE CONTEXTS YOU'VE EXPLORED WITH YOUR UGLY HEAD STUCK UP YOUR OWN ASS. GET A LIFE. THE WORLD IS A MUCH BIGGER PLACE THAN YOUR SMALL RETARTED RUSTY BRAIN THINKS IT UP TO BE. GO HUMP A WALL. AND WELCOME TO INDIA.

Guest's picture
Guest

FUCK YOU, YOU CUNT. WHEREVER THE FUCK YOU'RE FROM. TELL US ABOUT THE CONTEXTS YOU'VE EXPLORED WITH YOUR UGLY HEAD STUCK UP YOUR OWN ASS. GET A LIFE. THE WORLD IS A MUCH BIGGER PLACE THAN YOUR SMALL RETARTED RUSTY BRAIN THINKS IT UP TO BE. GO HUMP A WALL.

Guest's picture
Guest

O' lord Natraj, as you stand there unperturbed, and made of cycle parts, do take a second off from your balancing act and look down upon these silly mortals and forgive 'em all. Show them peace. Om Shanti :)

Guest's picture
Guest

great sculpture.. bt..
who will buy 'cycle agarbatties' after wathchin this ad.

yssridutt's picture
yssridutt
4 pencils

More than half the Indian subcontinent, and about a quarters of South East Asia. See, it's not the ad the makes people buy, it's the fragrance.

Guest's picture
Guest

lol

Guest's picture
Guest

this sculture is against our culture

Guest's picture
Guest

this sculture is against our culture

Guest's picture
Guest

Go India, where the best and brightest people live!!!! Please outsource all your jobs to us! We'll take care of it gladly!!!

Guest's picture
Guest

Well Let me tell you there is no exploitation by the ad men in name of religion.....the produc itself is related to religion.Each morning thousands of Indian households light incense sticks in front of the idols before they pray..........here the product is incense stick, the situation is while u pray......the brand name is CYCLE Agarbatti......in small cities n towns in india vendors carry incense sticks in a bag on thier bycyle form door to door......cannot b sure but may b tats how the brand got its name!!

Guest's picture
Guest

And yes we dont require outsourcing, evry1 is aware where the real brains of the world reside!!!

Guest's picture
Guest

so you think india is full of cunts, so what is your country made of you mother fucker. Be bold and send in your id, i will personally "kick your ass up so high that you will have to take your shirt of to shit"...how abt that, isn't that an new ass kicking idea. if you don't know what India stands for shut the fuck and suck you mum's nipples... wanna know me????

kaushik

Guest's picture
Guest

A work of art. Nothing more. Nothing less.

notsomuch's picture
notsomuch
20 pencils

anything more is not a work of sculture

notsomuch's picture
notsomuch
20 pencils

cunts, don't Demean gods.he WILL never come in a cycle. there is no written proof. If that guy was god he would have given newspapers early. if you light an agarbatti and god comes then i'll be damned. go have a milk shake and chill, cunts

notsomuch's picture
notsomuch
20 pencils

the vicco turmeric grandpa was better idea

Guest's picture
Guest

Prima facie I like, but when I saw it in zoom view, I could not like, as being a Indian & Hindu (although I am not emphasizing on religion), making god sculpture with the part of cycyle (as they are trying to use their brand name) is very disgustfull, although I found in recent few time Mudra has done some really noteworthy work, but this one is truly not. Although art dirction (technically) is good enough, in my opinion if they had made the sculpture with Incese Stick and Dhoop (that is original product) it would have been much better.
Come on Bobby, you have done really good works in past, it does not seems yours.

Ashish

Guest's picture
Guest

WE HAVE SEEN THIS 1000 TIMES IN KALA GHODA FEST!
AND THIS KIND OF EXECUTION MILLION TIMES IN ADS!!

RECYCLED AD!!!

Guest's picture
Guest

Cool sculpture! How does a sculpture made out of bicycle parts tie in with incense? There is no concept behind this at all. It's just art, not design, and certainly not advertising. You should stick with fine art. You're obviously very good at it.

Guest's picture
Guest

f...

Guest's picture
Guest

Very good work VIJAY, Very nice............
I Loved it.

Guest's picture
Guest

awesomeeeeeeeeeeeeeeeeeeee!
its one of the best sculptures i've ever seen...keep up the good work ;)

icanthink's picture
icanthink
270 pencils

superb execution but very very poooor idea :(

LeeMoh's picture
LeeMoh
424 pencils

In the past Indians worshipped those symbols.

Now some of them use them to sell.

Tomorrow these "Gods" will stop selling and they will become a mere memory.

Evolution.

Guest's picture
Guest

not a pro ad as you screwed the feel of shiva and the mood of cycle brand cause the shiva looks scary, you have demonized the visual ........................ cheap creative good idea.same with Ganesh.

sawantsarthak's picture
sawantsarthak
89 pencils

This concept was originally suggested by Jayram Gopale(+91 9987536373/www.jayramgopale.com).
He had presented all the sketches to the team along with the quotation.
The team had promised to give him the credit. But they kept him in dark and executed separately from their end without informing Jayram.
Its a mere cheating and injustice to him and his creativity has bee stolen. This was not expected from a company like Mudra and team. Very Sad.
I protest for Jayram for this.

Jayram must get justice. Please support.

Advertising is the art of making whole lies out of half truths.”

sarthak
mumbai

owaisrazvi's picture
owaisrazvi
6 pencils

They stole this creative concept form one of our friend who does sculpture work, he did this for Mudra for there client cycle agarbati. . when mr. bobby pawar was creative director,

it real shit of industry, its shame as we believe that we the Indian do real stuff so what is this mrs. pawar?

you need to answer for this.

Awais Siddiqui

mumbai, india.

Awais Siddiqui

kkkrishna's picture
kkkrishna
10 pencils

Ha yar ye to pura concept jayram Gopale mera friend ek ka hay yar mudra or uske team se ye umid nahi thi..... cycle pe ganesha chori gaya...

sawantsarthak's picture
sawantsarthak
89 pencils

This concept was originally suggested by Jayram Gopale(+91 9987536373/www.jayramgopale.com).
He had presented all the sketches to the team along with the quotation.
The team had promised to give him the credit. But they kept him in dark and executed separately from their end without informing Jayram.
Its a mere cheating and injustice to him and his creativity has bee stolen. This was not expected from a company like Mudra and team. Very Sad.
I protest for Jayram for this.

Jayram must get justice. Please support.

Advertising is the art of making whole lies out of half truths.”

sarthak
mumbai

kkkrishna's picture
kkkrishna
10 pencils

2008 me mair cycle chori gaye yaha use keya bobi pawar ne

Hemant Teli's picture
Hemant Teli
33 pencils

tera jasa ka bajsa........creative pepole ka name khrab hota hai sube ko lagta hai ke creative people yha vaha sa utate ha.......hum loga sala itna soch soch ka kuch new banta hai..tera bajsa hmara bhi name khrab hota hai

Hemant Teli's picture
Hemant Teli
33 pencils

varun tu chor haiiiiiiiiiiiiiiiiiiii tune khudke hato say apni takdir may likha hai..tu chor hai

Hemant Teli's picture
Hemant Teli
33 pencils

Varun (chortive Directer)

Hemant Teli's picture
Hemant Teli
33 pencils

Varun (chortive Director)

Asif Ansari's picture
Asif Ansari
8 pencils

no one kill the art of Jayram........

Asif Ansari's picture
Asif Ansari
8 pencils

no one kill the art of Jayram........

Asif Ansari's picture
Asif Ansari
8 pencils

mudra na ki varun ki jawani

mudra na ki varun ki jawani

par

varun na ki mudra sa bamani

Ad Analyst's picture
Ad Analyst
451 pencils

based on culture

Ad Analyst, (Advertising Journals) INDIA

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