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