MUMBAI: Cut the Crap has won the creative business of Cycle‘s Lia incense sticks.

The account was won sans a formal pitch process and the agency had to compete with the incumbent, Mudra Communications.

The brief given by the client was to reposition the brand and create a relevant campaign which primarily targets the youth.
 
Cut the Crap founder and creative head Jagdish Acharya said, "The brand aims to reposition it and not compete against the mother brand, Cycle. The campaign will target the youth and the core message will be hope and happiness.We will help Lia to create a niche for itself."

When asked about the medium that will be explored, Acharya stated, "Television will definitely be the priority. But, we will concentrate on innovation in every medium. We want to explore unconventional mediums."

Acharya was earlier with Mudra and handled this account there.