Religion is a megalith of Indian popular consciousness. To associate with religion, is to become a part of the everyday lives of Indians. Incense sticks are predominantly used for religious purposes in India. The ad uses the universally recognizable sound of a cycle bell to recreate a keynote Christian hymn 'Silent Night'. The melody of the hymn is instantly recognizable to most Indians, irrespective of language, caste, religion or level of education. Thus we created a literal mnemonic of the brand promise 'With Cycle comes God' making our brand of incense sticks synonymous with reaching God.