Brand Update : Cycle Agarbatti ropes in Big B as Brand Ambassador

Cycle Agarbathies has roped in Amitabh Bachchan as the brand ambassador. The organized agarbatti 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 agarbatti 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. 

Brand Update : Honda Relaunches Jazz

After withdrawing the premium hatchback Jazz in 2013, Honda has relaunched Jazz with an aggressive pricing. Jazz is an interesting marketing story of a brand which failed not because of product but pricing. Honda had priced out Jazz in its earlier avataar. Now the company had become very responsive to the value conscious nature of the Indian consumer. 

Jazz in the 2015 version has been priced upwards of Rs 5.31 lakh which makes a great value proposition in the segment. The Jazz will compete with i20 and higher version of Swift. The new aggressive pricing, new styling and the Honda brand equity will definitely boost the fortune of Jazz in the new launch. 

Also unlike the earlier brand-pull strategy of Honda, there is a marked change in the approach of the dealers towards sales. I casually inquired about the Jazz at Honda service center when I gave my car for service and has been getting sales call for Jazz. This marks a clear departure from the earlier " Take it or Leave it " approach.

The brand is launched with the tagline " Nothing Else is a Jazz " and is playing on the sporty features of the brand. 

Watch the ad here : Honda Jazz relaunch TVC

With aggressive pricing, new styling and with a diesel engine under hood, Jazz would further boost the share of Honda in India for sure.