Cycle Agarbathies helps politicians pray!

The print ad innovation was conceptualised and executed by DDB MudraMax Media South

BestMediaInfoBureau | Mumbai | May 26, 2014

In the Election season that is just over, every brand played its card well, some by riding the wave and others by asking people to go out and vote. Cycle Pure Agarbathies wanted to do something different to make them stand out from the clutter. So, they came out with a print campaign titled 'Everyone has a reason to pray' on May 16, where they showed political candidates joining hands to pray for a better tomorrow and a better India.

DDB Mudra MAX, the agency which handled the campaign, was given the brief that it had to be relevant and contemporary at a time when the entire nation was experiencing a surge in emotions and anticipating the biggest General Elections.

Dainik Jagran Group was selected for this print campaign. A total of eight states were covered which included Uttar Pradesh, Bihar, Punjab, West Bengal, Jharkhand, Himachal Pradesh, Jammu and New Delhi. The communication highlighted the fact that every state had its own contestant praying to win. So, while in UP, there were Mayawati and Mulayam Singh Tadav, Bihar had Nitish Kumar and Lalu Prasad Yadav.

It was released for a day in the 29 editions of Dainik Jagran, Punjabi Jagran and Inquilab with 14 editions each, Nai Duniya and I-next with 12 editions each and Mid-day with a single edition.

Innovation was done in terms of the placement of this ad in the dailies. It came out as a front page ad in many leading publications, but in Mid-Day and I-next, the team also arranged to have front page jacket innovation. The artwork was tactically intertwined with the brand's tagline, 'Everyone has a reason to pray'. Also, every state edition had photographs of their own contestants, making it even more effective and relevant. It innovatively portrayed that every contestant and the common man had a reason to pray for the best candidate to win in their constituency.

Arjun Ranga

Arjun Ranga, Managing Director, Cycle Agarbathies, said, “In Cycle Pure Agarbathies, innovation remains the key element of our communication. Our brand and the category have reached significant heights with unique properties. We stand for hope and this election campaign was one such.”

Anil Kumar Sathiraju

Anil Kumar Sathiraju, AVP & Head, DDB MudraMax Media South, said, “Every idea we have come up for Cycle in the last few years have been different from each other, be it cricket, sports, elections and more. This, by far, stands out as one of the best and most tactical. The sweetener was the photos of the contestants praying – I think that took the cake!”

Credits:

Client: Cycle Pure Agarbathies

Agency: DDB Mudra Max Media Bangalore

Business Head: Ritika Misra

Operations: Ramesh Babu & Rajagopal

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