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Mars launches Galaxy with a ‘superior’ positioning campaign

The campaign, created by RK Swamy BBDO, and featuring brand ambassador Arjun Rampal, showcases Galaxy as a creamier, smoother tablet chocolate with the tagline ‘Reshmi Ehsaas, Resham Se Bhi Khaas’

Sohini Sen | Mumbai | November 13, 2013

Click on the image to watch the TVC.

Mars has decided to strengthen its choclate portfolio in India with the launch of Galaxy. Galaxy is already popular internationally and is the world's largest tablet chocolate brand. The tablet chocolate will be available in India at an attractive price point of Rs 15. Furthermore, it comes in an innovative package that allows consumers to reseal the pack.

To promote its entry into the Indian market, the brand has launched a campaign featuring actor Arjun Rampal and model 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.

Conceptualised by RK Swamy BBDO, the TVC opens with a young female journalist going to interview Arjun Rampal who is a star. However, Rampal is busy and cannot give her time. The assistant asks her to wait. While the journalist waits on the set, she notices a beautiful pond with a love seat in the centre. She walks up to it, ignoring the 'no entry' sign. As she sits on the love seat, she opens a pack of Galaxy and slowly starts to eat it. She is interrupted only by Arjun Rampal when he walks up to her and says he will have what she is having. She asks about the interview and he complies. The TVC ends with the voiceover declaring: ‘Reshmi Ehsaas, Resham Se Bhi Khaas’.

MV Natarajan, General Manager, 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 a 360 degree integrated communications campaign that involves innovative in-store branding across trade channels, experiential sampling and other aggressive marketing initiatives

"Across the world, Galaxy is the leader in the moulded or tablet format. It is smooth and creamy and has a lingering taste which requires you to give it some time to experience. The idea for the campaign comes from that, the deep pleasure of eating this chocolate is worth enjoying properly. The campaign urges people to give in to that pleasure of actually having a chocolate, to give yourself that moment. The star in the campaign himself is intrigued by what the young girl is doing. He is drawn to her and doesn't judge her. The girl comes across as confident and ready to enjoy her piece of Galaxy," said Navneet Virk, Executive Creative Director, RK Swamy BBDO.

Commenting on the association, Arjun Rampal, 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.”

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 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.”

The TVC:

[youtube]http://www.youtube.com/watch?v=gTTaV8Uasbs[/youtube]

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: Sneha Ramachandran

Planning: Ashish Deodhar & Sneha Ramachandran

Director (film): Prashant Issar

Production House: Tubelight Films

Media Planning: MediaCom

Sohini.Sen@BestMediaInfo.com

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