Brands
Cycle Pure Agarbathi launches #PrayforIndia victory challenge
Mumbai: With the anticipation of the World Cup 2023 hosted on Indian grounds, Cycle Pure Agarbathi’s newest #PrayforIndia campaign promises to ignite a nationwide wave of enthusiasm and unity. This campaign, of Cycle Pure Agarbathi, brings in dance and cheer to create an innovative blend of tradition with a modern touch aimed at the younger generation.
“Pray for India, win win India” isn’t just a chant. It’s an emotion conceptualised and brought to life. The campaign’s core objective, amplifying the recall value of #PrayforIndia and spreading its anthem, was masterfully strategised resulting in an engaging hook step that resonates with millions.
Additionally, this conceptualisation also roped in the brand’s brand ambassador Saurav Ganguly to be a part of the movement. The campaign strategy was pivotal in creating an array of social media assets around this collaboration such as posts to promote the giveaways and ensuring the campaign reached an extensive audience.
The campaign’s success is defined by the millions of views garnered across social media platforms. With a multitude of content forms, from animations to reels and vox-pop reels, the brand was able to resonate with the younger generation.
From collaborating with a choreographer to onboard creators for content generation, to conceptualising the influencer matrix and their specific content angles, the campaign’s breadth was truly expansive. The anthem got a refreshing rendition by the creator known as ‘The9teen’, and comedy influencers such as Vicky Pedia were roped in to craft content centered around India’s cherished cricket memories.
But the innovation didn’t stop there. It was elevated a step further by creating an AR filter, which offers users a chance to win an iPhone and Amazon vouchers. To capitalise on this, all one needs to do is engage with posts by these influencers or use the filter.
With the innovative strategies and engaging content formats employed, Cycle’s #PrayforIndia campaign took to new heights where they have gotten the whole country to engage with them through an age-old chant. Their commitment to modern, innovative, and effective campaign strategies ensures that traditional brands like Cycle Pure Agarbathi resonate powerfully with today’s audience. Join the #PrayForIndia movement and let’s rally behind Team India together. This campaign was amplified digitally in collaboration with OWLED Media, a creative marketing agency.
Brands
Bajaj Consumer Care FY26 profit rises to Rs 193.7 crore
Revenue climbs to Rs 1,092 crore as profit grows 49 per cent YoY
MUMBAI: Hair today, growth tomorrow Bajaj Consumer Care Limited seems to have found its shine again, posting a sharp jump in profitability even as it doubled down on brand spends and expansion. The company reported a net profit of Rs 193.7 crore for FY26, marking a strong 49 per cent rise from Rs 130.1 crore in FY25. Revenue from operations also grew to Rs 1,092.2 crore, up from Rs 942.8 crore a year earlier, signalling steady demand momentum across its portfolio.
For the March quarter, profit stood at Rs 64.1 crore, compared to Rs 31.5 crore in the corresponding period last year, while revenue rose to Rs 308.3 crore from Rs 243.5 crore.
The performance came despite a notable increase in spending. Advertising and sales promotion expenses climbed to Rs 168.3 crore in FY26, up from Rs 137.8 crore in FY25, reflecting continued investment in brand building. Other expenses also rose to Rs 151.3 crore from Rs 134.2 crore, indicating a broader push towards growth.
Operating efficiency, however, held firm. Profit before tax increased to Rs 234.8 crore in FY26 from Rs 157.7 crore a year earlier, supported by disciplined cost management across materials and inventory.
On the balance sheet, the company’s total assets expanded to Rs 959.1 crore as of March 31, 2026, compared to Rs 931.9 crore a year earlier. Other equity rose to Rs 780.3 crore, reinforcing a stronger financial base.
Cash flow from operations saw a significant uptick, reaching Rs 196.9 crore in FY26, nearly three times the Rs 67.9 crore recorded in FY25, highlighting improved working capital management.
However, the year also saw aggressive capital allocation. The company spent Rs 190.2 crore on share buybacks, contributing to a net cash outflow of Rs 196.5 crore from financing activities. Cash and cash equivalents stood at Rs 6.8 crore at the end of the year, down from Rs 25.6 crore.
Even as investments in subsidiaries and assets continued, the numbers suggest a company balancing growth ambitions with shareholder returns keeping one eye on expansion and the other on efficiency.
With margins improving and revenue steadily climbing, Bajaj Consumer Care appears to be combing through the competition with renewed confidence.
