Galaxy, from the Mars Wrigley stable, has launched a campaign, ‘Chocolate so smooth, pleasure lasts’, urging the audience to pursue their passion and choose pleasure for themselves.
Conceptualised by AMV BBDO and BBDO India, the film stars actor Shruti Haasan, who is featured as the brand’s celebrity endorser.
The film portrays Haasan as swamped and exhausted with work, when she chooses to take a break and picks up a Galaxy chocolate from her table. When she eats a piece, her mood is lifted and she reaches for her drumsticks and begins to play. Her surroundings then change and her energy and mood is reflected in the room through colour trails and ripples drawn around her. The film ends with the voice over ‘Chocolate so smooth, pleasure lasts’.
Varun Kandhari, director, marketing, Mars Wrigley, India, said, “Mars Wrigley has been creating better moments to make the world smile by launching several globally loved and iconic brands in India and innovating to develop a portfolio fit for India. We are delighted to embark on the journey of launching a made in India portfolio with the global signature recipe giving an elevated chocolate experience to consumers in India. We are equally excited to launch today the new Galaxy campaign with the multi-talented Shruti Haasan, who seamlessly reflects the brand persona. The smoothness of the chocolate, and the pleasure it delivers, is brought to life with a visual depiction of effortless pleasure, which is in line with the core brand benefit of ‘fulfilling pleasure’ by making chocolate better, one piece at a time.”
Creative agency: AMV BBDO and BBDO India
Director: Bharat Sikka
Cinematographer: Tassaduq Hussain
Production Co: Ransom Film
Graphics Co: No Label
Music composer: Mikey McCleary