Mars expands portfolio in India with the launch of the world’s #1 tablet chocolate brand Galaxy®
Posted: 13 November 2013 | Mars, Incorporated | No comments yet
Strengthening its chocolate portfolio in India, Mars has announced the launch of ‘Galaxy®…
Strengthening its chocolate portfolio in India, Mars, one of the world’s leading chocolate manufacturers, has announced the launch of ‘Galaxy®’, the world’s largest tablet chocolate brand, in India. With this launch, Mars is all set to offer Indian consumers the pleasurable chocolate experience that Galaxy is known for globally.Following its strong heritage of innovation and excellence, Mars brings the perfect combination of great quality at an affordable price to Indian consumers. The globally known chocolate brand Galaxy® will now be available at an accessible price point of Rs15. It comes in an innovative package that allows consumers to reseal the pack. Galaxy® exemplifies indulgence like never before. With a silky smooth texture, rich creamy taste, and an elegant curvaceous shape that melts deliciously in the mouth, Galaxy is a pure, delightful chocolate pleasure that lingers on.
MV Natarajan, General Manager, Chocolate business, Mars International India speaking at the launch 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”
Galaxy, one of the top 5 chocolate brands in the world will debut in the Indian market with a new campaign shot with an equally suave and charming actor Arjun Rampal and the beautiful model and newcomer Sapna Pabbi.
Accompanied by the tagline ‘Reshmi Ehsaas, Resham Se Bhi Khaas’ the campaign brings alive the brand attributes of being timeless, rich, smooth, elegant and sophisticated. The ad film highlights the love for superior chocolate and the indulgent experience that it provides. Shot in a very different setting with a palatial setup, diyas floating on water and the love seat in the centre, the film portrays a confident Galaxy girl who takes out time to enjoy her Galaxy, while waiting to interview Arjun Rampal who plays a Bollywood star. The beautiful lyrics of the film celebrate this moment of ingenuity and pleasure being enjoyed properly.
Commenting on the association, Arjun Rampal, actor and Galaxy® brand ambassador said “I believe in partnering with brands that I use and appreciate. Galaxy® is a very popular, reputed international brand and definitely one of my favourites. I admire the timeless appeal, global legacy and the effortless elegance that the brand exudes. Its enriching taste and rich creamy texture, can make anyone fall in love with the chocolate. The film exquisitely describes the perfect chocolate experience that Galaxy® provides. I am thrilled to be a part of one of the biggest Galaxy® launch campaigns and am looking forward to a great journey ahead.”
Speaking on the association, Raghav Rekhi, Marketing Director, Mars International India Pvt. Ltd, 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 excited to have Arjun Rampal as the face of this launch. Galaxy® is an aspirational brand and with this launch, we want to bring our consumers closer to the perfectly smooth chocolate experience that Galaxy® offers. We are confident that the integrated campaign will drive more visibility for the brand.”
Galaxy (G15) is known for its smooth texture and enriching taste, and the brand is loved by consumers across age groups. The G15 is also available in a new packaging which is an innovation in this category. The pack that can be opened sideways rather than from the top, can be resealed and reused. The brand is being launched in India with a 360 degree integrated communications campaign that involves innovative in-store branding across trade channels, experiential sampling and other aggressive marketing initiatives.