Ad Campaigns
Cycle Pure Agarbathi introduces its newest ad campaign: Cycle Three in One Agarbathi
Mumbai: Cycle Pure Agarbathi, India’s leading agarbathi manufacturer and a well-known NR Group brand, launched an exciting new advertising campaign — ‘Cycle Three in One agarbathi’. Timed with the brand’s 75th-anniversary celebrations, this innovative campaign is tailored to appeal to all age groups and diverse generations of people. The core message of the campaign revolves around the benefits of health, wealth, and happiness, all bundled in a single pack of agarbathi.
The ‘Cycle Three in One Agarbathi’ campaign masterfully captures the essence of prayer and worship. This unique product lends to three universal prayers of mankind – Health, Wealth, and Happiness – fulfilling essential human desires in one single package. The campaign comprises four distinct ads, each artfully underscores the intrinsic connection between prayer and these fundamental aspirations, effectively highlighting their significance. The advertisement employs a mix of conventional media channels, including television campaigns, radio broadcasts, print materials, digital platforms, and out-of-home advertising, spanning various markets. Cycle Pure Agarbathi, an iconic brand symbolizing optimism, devotion, and excellence, is deeply committed to constant innovation in its product offerings.
Speaking about the brand’s newest campaign, Cycle Pure Agarbathi managing director Arjun Ranga said, “A few decades ago, cycle created the original three-in-one agarbathi that has inspired a slew of three in ones in its wake. The original three-in-one was conceived with three unique fragrances created in house, to cater to the people’s need to change fragrances to suit different occasions. Three fragrances for three universal prayers of health, wealth and happiness. Cycle Three in one is synonymous with the category of agarbathi itself. Across the Indian landscape, the haldi kumkum gradient is universally recognised as agarbathi for prayer. We are humbled to have achieved this iconic status and association in people’s minds. The current campaign hopes to convey the core prayers the product symbolises.”
Echoing Ranga’s views, CTC founder & creative head Jagdish Acharya said, ‘’ ‘Cycle 3 in 1′ encapsulates the idea of combining three agarbathies into one, representing a trinity of blessings – good health, wealth, and happiness. This inventive product with its three exclusive fragrances serves as a conduit for drawing these blessings nearer. Each advertisement we have crafted employs a distinct tone – ranging from playful and heartwarming to deeply moving and vibrant – with the aim of creating a memorable impact in the minds of the people.”
The brand’s dedication to innovation has led to a wide array of products, demonstrating its unflinching commitment to remaining at the forefront. With a strong emphasis on research and ingenuity, Cycle Pure continually endeavors to introduce novel creations and elevate existing ones. This persistent pursuit of perfection propels the brand to enthusiastically embrace groundbreaking marketing strategies, further establishing its position as an exemplar in the industry.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
