The NR Group fondly known as the Cycle Pure Agarbathies brand began their pursuit as a family enterprise back in 1948, with headquarters in Mysuru, Karnataka. Since then, the brand has come a long way to become a group of companies with the third generation overseeing the corporate setup as the operating CEO’s currently. What began as an Agarbathies (incense sticks) manufacturing company, now has business activities in Fragrances, Electronics and Essential Oils in over 60 countries across the globe. Cycle Pure Agarbathies was introduced to the game of cricket by ITW Consulting. Team ITW helped Cycle Pure brand leverage the game of cricket to enhance their brand visibility. The most unique branding exercises were – being the pioneers in using new advertising platforms like the “Third Umpire” branding in Cricket, ‘Pray for India’ a multi city BTL campaign during the CWC2011 and CWC2015, and ‘Everyone has a reason to pray’ strategically placed under Sachin Tendulkar’s photo when he completed 100 centuries. ITW has been associated with Cycle Pure Agarbathies for more than eight years now and our relationship has grown stronger over time. The recent milestone achieved is Cycle Pure Agarbathies being the proud Associate Sponsor for the Asia Cup 2016. Before this remarkable achievement, Cycle Pure had approached ITW to execute one of their biggest events ever. In an effort to multiply the market presence and strengthen the existing distribution networks and dealer relationship, Cycle Pure Agarbathies launched an aggressive DISTRIBUTOR Outreach Program – “Meeting of the Legends” in the month Oct 2015. The Idea : To bring the two Legends – Sri Amitabh Bachchan and Cycle Pure Agarbathies together. Creating the opportunity for Cycle Pure Agarbathies distributor family to witness the magnificence of their brand ambassador. The Campaign: To set up a hologram shoot of the brand ambassador Sri Amitabh Bachchan which was to be germinated as holographic 3D projection in the distributor conferences spanning across 16 shows in 12 cities addressing 4000 distributors, along the road trip of team and equipment over 11200 Kms in 31 days.
The assignee: ITW Consulting Private Limited The Big Challenge: 24 hours to set up the hologram shoot. 30 days turnaround time. This was by far the most challenging large scale events ITW had single handedly executed. ITW took on the exciting opportunity and diligently worked around the conceptualization, green mat shoot with Shri Amitabh Bachchan, logistics, equipment sourcing and handling, transportation, manpower engagement, cross team collaboration with Cycle Pure Agarbathies team, and the Holographic 3D projection to bring the ‘Legend’ to the distributors. In his own words Mr. Arjun Ranga, MD – Cycle Pure Agarbathies said, “I gave ITW 24 hours to set up the holographic shoot with our brand ambassador Shri Amitabh Bachchan. No company has done this before and I was initially apprehensive by the scale of the event. My worries vanished as soon as I saw the meticulous planning done. ITW team collaborated with our team to set up the impactful event flawlessly. Very rarely events of this scale get done so perfectly.”
