DEVOTIONAL INCENSE STICKS: OM JAI JAGDISH

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Released:	December 2007
Advertiser:	CYCLE AGARBATTI
Brand name:	DEVOTIONAL INCENSE STICKS
Agency:	MUDRA DDB
Country:	INDIA
Category:	Household
Tags:	Mumbai

Credits:

Advertising Agency: MUDRA DDB, INDIA, Mumbai
Executive Creative Director: Bobby Pawar
Creative Director: Mahendra Bheda/Varun Mehta/Rajesh Sonawne
Scriptwriter: Mohammad Ajmal/Varun Mehta
Agency Producer: Vishal Sane
Director: Manohar Nayak
Sound Engineer: Kunal Dabholkar


Script in English
SFX: Bicycle bells playing traditional hindi hymn.

MVO: God arrives on a bicycle. Cycle Agarbatti.

Script in Orginal Language
SFX: Bicycle bells playing traditional hindi hymn.

MVO: Bhagwaan aaye cycle se. Cycle Agarbatti.

Brief Explanation
To promote Cycle Agarabatti by bringing out the true essence of the brand - Devotional Incense Sticks

In India, the invocation of the lords (ritual called the ‘pooja’) is never complete without burning incense sticks, lighting lamps and reciting the arati’s (hymns and carols in the praise of the lord).

These verses have a fixed meter and melody. They are cultural symbols. And they are played universally in Indian homes as people perform the ritual of welcoming the Gods to their homes and hearts.

The brand name, Cycle Brand Incense Sticks rendered itself to the idea – God arrives on a bicycle. We have utilised the sound of a bicycle bell and modulated it as the popular melodies.

The Announcer resolve the spots with the words, 'bhagwaan aaye cycle se' in other words - God arrives on a bicycle. In the original hindi line, there is a play on the word 'se' which means both, ‘with’ and ‘on’.