Cycle Agarbathies has roped in Amitabh Bachchan as the brand ambassador. The organized agarbathi market in India is worth around Rs 2400 crore, and Cycle has approximately 20% share of this market. The move for a high-profile celebrity endorsement is a strategy to take the brand to a national level.
The brand also changed its slogan to “ Purity of Prayer”. The new commercial is well made, and BigB was able to pack an emotional tone to the brand. According to reports, the ads were created by Soojith Sirkar of the Piku movie fame.
Watch the tvc here: Big B Cycle
The agarbathi market that is highly fragmented is witnessing intense competition with the entry of ITC with the Mangaldeep brand. In a market like this, distribution is the key since customers tend to experiment with new fragrances and brands. Cycle wants to play the game of branding and with a high profile endorser like BigB, the brand stand a good chance of gaining more share of mind in the market.