MUMBAI: Cycle Pure Agarbathies, India’s leading incense brand, has come in as ground associate sponsor for the upcoming India-Sri Lanka men’s cricket tournament consisting of 5 ODIs and 1 T-20 international from 21 July.

Cycle Pure Agarbathies has also announced the setting up of the ‘Cycle Agarbathies Quality Performer of the Series’ award to be given away to the most consistent performer of the cricket series, who also demonstrates true sportsman like behaviour.

Zeel chief sales officer Ashish Sehgal said, "We are delighted to have a trusted and traditional brand like Cycle Pure Agarbathies on board as the associate sponsor for the India Sri Lanka cricket series. We believe that this series will be one of the best international cricket series for India and our partnership vindicates the stand that it will be good for advertisers too, I am confident that together we will create a wonderful experience for the cricket fan."

Parallel to the cricket series, Cycle Pure Agarbathies will also run a contest in retail wherein an exclusive group of retailers will be selected for the contest who will nominate their favourite cricketers for the ‘Cycle Agarbathies Quality Performer of the Series’ award. Cycle Pure Agarbathies intends to create a lasting bond between the retailers and the company to forward the sales of the organisation and build on the uniform passion for cricket that connects India.

Cycle Pure Agarbathies MD Arjun Ranga said, “Cycle stands for quality; wherein in cricket quality is not just runs scored, or wickets taken. Thus, Cycle believes in quality as a combination of quality of performance and quality of on field behaviour, which is reflected in the recently instituted Cycle Agarbathies Quality Performer of the Series award."