MUMBAI: Cycle Pure Agarbathies, the flagship incense sticks brand of NR Group, has appointed AliveNow as its social media agency.

The account will be serviced by the agency's Bangalore office.

Cycle Pure Agarbathies has roped in the agency to reach out to the new generation and to continually adopt to embrace new branding and marketing platforms, the company said.

Alive now CEO Adhvith Dhuddu said, "We have worked with many large and iconic brands, but this one takes the cake and is really special for us. To be able to work with one of India's most revered and strong brands is a fantastic feeling. We're thrilled and look forward to cementing the brand's social media presence. We expect this to be quite a challenge given what the brand stands for and the audience on social media. Talking about prayer, religion, spirituality and Indian culture to the younger audience is never easy but our team is up to the task and is looking forward to working with the Cycle Agarbathies team."

Cycle Pure Agarbathies MD Arjun Ranga added, "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. We look forward to a long lasting collaboration with AliveNow."