Cycle Pure Agarbathi Creates Women's Day Film Using Ai to Celebrate the Real Sheroes

As a brand, weve always innovated and embraced the latest technology. We were the first in our category to use computers, to use ai for automation, and now we experimented with artificial intelligence to celebrate our real heroes. We wanted to pay tribute to the hands that keep prayer and hope alive, by making billions of prayers possible, every single day. Quite like ai, its quite surreal.'

The film showcases womens hands using the typical ai generated surrealistic frames. The soundtrack of the film was is a modern day rendition of the devotional song "aigiri nandini", a befitting track that celebrates the goddess Chamundeshwari who waged war against evil forces atop Chamundi hills in Mysore, the sacred city where Cycle Pure is proudly headquartered.

Women's Day 2023

Watch the film here - youtu.be/IPrT_UwNmto

About NRRS
The Mysuru-based NRRS was founded by Shri N. Ranga Rao in 1948. A true visionary and a philanthropist, Shri Ranga Rao created the ubiquitous Cycle Pure Agarbathi which has, today, become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved into a successfully-run business conglomerate with an established presence in India and abroad. The group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car-fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances, floral extracts (NESSO) and Rangsons Technologies. Today, it is truly an Agarbathi to Aerospace conglomerate as it is also involved in making parts for Defence helicopters. The organisation has largely committed itself towards social responsibilities and fulfills them through its charity arm NR Foundation. NR Group today is managed by the third generation of the Ranga family.

For more information on NR Group, please visit www.nrgroup.co.in.