Established in the year 1945, Cycle Agarbatti was a well-respected and much preferred brand when it came to their target audience, being deemed a ‘trustworthy’ and ‘traditional’ brand. However, over the years, things had changed – access to technology increased, competition increased, nuclear families increased and so did the presence of internet in one’s life. Given this context, and given that Cycle wanted to connect with the youth, being ‘traditional’ wasn’t all that desirable any more. So the challenge was to make the category and the relevant for that part of society that had not given them a thought yet.
Out of all the things that divide this country, class, caste, creed etc., there was only one unifying factor – Cricket. In our country, it is equivalent to a religion, where Sachin is revered as the God. The entire nation had hoped that the personal success of Sachin Tendulkar and the collective success of the ICC Cricket World Cup 2011 would coincide in one grand affair. We won the cup, but a huge chunk of the cricket crazy nation was not appeased as their God stood at a precarious juncture in his 22 years of cricketing action. It was just a matter of time. All communication in this category has been established within the realms/ confines of prayer, both as a concept and a creative hook. Building brand salience for Cycle brand was the key and had to explore, create and exploit opportunities where one would have to leave reason to rest and just had to keep the faith.
The answer to all prayers and a long and tiring wait came in the form of Sachin Tendulkar’s 100th international century on Mirpur on 16th March 2012. The maestro became the first cricketer to notch up 100 international centuries when he scored 114 against Bangladesh in the Asia Cup ODI tournament. And when he did, all he did was to look up and thank his God. This became the intervention point for Cycle with the message “Everyone has a reason...