AliveNow bags the social media mandate for Cycle Pure Agarbathies

The incense sticks brand that through its mass media campaigns attempts to talk of prayer and religion, albeit with a zestful touch, turns to digital and social media with the development.

Following the recent Forum Mall account win, Bengaluru-based AliveNow has added yet another brand to its kitty, winning the social media mandate for NR Group's Cycle Pure Agarbathies.

The Mysore-based incense sticks brand awarded the mandate to AliveNow after evaluating a few other agencies' credentials. With the development, Cycle Pure Agarbathies is turning to digital and social media for the first time.

Adhvith Dhuddu, chief executive officer, AliveNow tells afaqs! that it is a challenging task talking to a young audience on social media about prayers, culture and religion but he assures that his team is up to it.

"We want to make sure that we portray what the brand stands for and amplify the brand's message best on a new platform. We are focused. The client has seen our previous work and it speaks for itself," says Dhuddu.

Arjun Ranga, managing director, Cycle Pure Agarbathies, says, "As a national brand, it is important for us to connect with our customers at all levels. It is critical to keep continuous dialogue and create a sense of community that can revolve around our products and brand. We hope to build stronger brand equity for Cycle Agarbathies by involving our target audience in the digital space."

The agency plans to leverage upcoming major events like the Olympics, for example, and create social media buzz for the brand around the same, quite similar to something the brand did in the past.

In 2011, Cycle Pure Agarbathies had rolled out an on-ground 'Pray for India' campaign during the ICC Cricket World Cup, where fans were encouraged to pray for the Indian cricket team.