Galaxy promises consumers a ‘more special than silk’ experience

Mars India has launched a campaign for its newly-launched Galaxy chocolate, conceptualised by RK Swamy BBDO. The film will air from 9 November.

Arjun Rampal plays himself, a Bollywood actor, in the TVC. As he’s busy with a shoot, a lady reporter who comes to interview him is asked to wait. She spots a regal set, with a couch on a pedestal surrounded by water, filled with floating lamps and flowers. She then eyes the Galaxy chocolate bar in her bag. Ignoring the ‘No visitors’ sign, she seats herself on the couch and enjoys the chocolate. Rampal walks up to her and asks for a piece of the chocolate. The two end up chatting over the Galaxy chocolate, even as he says the interview can be done later. A voice over and super sign off saying, ‘Reshmi Ehsaas, Resham Se Bhi Khaas’ (The experience of silk, even more special), as Galaxy priced at Rs 15 is introduced.

Raghav Rekhi, marketing director, Mars International India, said, “At Mars, it is our endeavour to bring the best tasting high quality chocolates to our consumers. With the latest Galaxy launch we are bringing our global expertise of chocolate making to consumers in India and adding a new member to the Mars India portfolio. The new campaign presents the Galaxy experience in a creative and differentiated manner. We are confident that the integrated campaign will drive more visibility for the brand.”

MV Natarajan, GM, chocolate business, Mars International India, said, “India is the world’s fastest growing chocolate market and the moulded chocolate segment is the fastest growing. India is a very important market for Mars. With this launch, we are entering an extremely dynamic segment with our business objective of growing our product range in India. In line with our commitment of providing quality chocolate to our consumers, the new Galaxy will offer consumers great taste at an affordable price point. This is the biggest launch for Mars India this year and we are looking forward to a great journey ahead.”

The brand is being launched in India with an integrated campaign that will involve in-store branding and sampling.

Credits
Creative agency: RK Swamy BBDO
Executive creative director: Navneet Virk
Creative team: Prem KV, Puja S, Aditya Gouder
Client services director: Ashish Deodhar
Account management team: Sneha Ramachandran
Planning: Ashish Deodhar and Sneha Ramachandran
Director for the film: Prashant Issar
Production House: Tubelight Films
Media Planning: MediaCom

Also read: ‘Mars is the fastest growing player in the fastest growing market’