Everyone had a reason to pray in this Indian election print via DDB MudraMax Bangalore

Established in the year 1945, Cycle Pure Agarbathies is one of the most known and respected Agarbathie brands, which stands out amidst the clutter of 2000+ Agarbathie brands in the country.

The brief to DDB MudraMax Media Bangalore was to be relevant and contemporary at a time when the nation was experiencing a surge in emotions and anticipating the biggest general elections.

Every brand, big or small had associated itself with the elections. Some by being merely present on the relevant media, others by conversing with the public on the importance of their votes. The challenge for the brand was to bring out the prayers of every Indian for a better government.

Keeping in mind the important markets for the brand, print publications were chosen. Dainik Jagran Group was selected for this campaign. A total of eight states were covered which included Uttar Pradesh, Bihar, Punjab, West Bengal, Jharkhand, Himachal Pradesh, Jammu and New Delhi. The campaign was released last week for one day in the following publications: Dainik Jagran – total of 29 editions, Punjabi Jagran – 14 editions, Nai Duniya – 12 editions, I-next – 12 editions, Inquilab – 14 editions and Mid-day – 1 edition.

Contextual placement of an L-band showing various Indian politicians praying for their win, on the front page of leading publications. Not only L-Band 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 contestant’s making it even more effective and relevant. It also meant that each and every contestant as well as aam janta had a reason to pray for the best candidate to win in their constituency.

The communication highlighted the fact that every state had its own contestant, praying to win. So while in UP there was Mayawati and Mulayam Singh, Bihar had Nitish Kumar and Lalu Prasad Yadav.

Commenting on this Arjun Ranga, Managing Director, Cycle Agarbathis 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.”

Commenting on this Anilkumar 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. Most tactical, and the sweetener was the photos of the contestants praying – I think that took the cake!”

Credits – Office Head: Anilkumar Sathiraju, Business Head: Ritika Misra, Operations: Ramesh Babu & Rajagopal.