Campaign India Team
Nov 08, 2013

Galaxy promises consumers a ‘more special than silk’ experience

Watch the ad film conceptualised by RK Swamy BBDO here

wide player in 16:9 format. Used on article page for Campaign.

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’

Source:
Campaign India
Topics

Related Articles

Just Published

6 hours ago

Kondurkar Studio responds to ideation controversy ...

The studio credited for the ideation behind the Cannes Lion-winning 'The Steel of India' film claims it is being unfairly targeted for criticism over Wieden + Kennedy's claims to be the originator of the work.

7 hours ago

South Asia Agency of the Year Awards 2024

Celebrating your excellence at Agency of the Year

8 hours ago

Birla Opus' feel-good animated film paints a new ...

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

9 hours ago

MasterChow takes retail route as it aims for higher ...

The D2C brand is working on an omni-channel approach, has increased marketing spends by 20% and is aiming to pick 10% Indian market share over the next few years.