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Inbisco India signs Amitabh Bachchan as brand ambassador for Malkist, unveils TVC

The new campaign is all set to launch through television, digital and on-ground activation. The TVC highlights Malkist’s proposition as crunchy crackers with cool toppings

Click on the Image to watch the TVC.

Inbisco India, a subsidiary of global food and beverage giant Mayora, has taken on board Amitabh Bachchan as its brand ambassador for its flagship brand Malkist.

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Headquartered in Hyderabad, Inbisco India is a growing food FMCG company offering unique and highly differentiated brands such as Kopiko, a candy made with real coffee extracts, Choki Choki, Go Choco Rollz and Wheelz, in the confectionery category, Malkist, Coffee Joy and AttaBix in the biscuits category.

Inbisco India’s innovation has helped them bring Café Blend, a cappuccino premix with choco granules, and ChaiKo, a candy made with real tea extracts, into the market.

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The latest campaign showcases Bachchan in a series of TV commercials endorsing the brand’s new positioning ‘Malkist Can’t Resist’. It cuts across all age groups and regions. The campaign also features Anikha Surendran who represents the target audience, making it a winning combination. The campaign highlights the uniqueness of the cracker, which is made with delicious 14 crunchy layers and innovative toppings such as cheese, cappuccino, and chocolate, which makes it completely irresistible. Its fun, playful and innocent narrative gives a refreshing new take on biscuit indulgence. Cut The Crap is the creative agency on the brand. 

Achyut Kasireddy, MD, Inbisco India, said, “Malkist is a much-differentiated cracker with each biscuit made out of seven layers, which makes it very crunchy. Innovative toppings such as cheese, cappuccino, chocolate, etc., make it delicious. We have seen brilliant acceptance for Malkist’s unique offering from Indian consumers. The new TVC highlights Malkist’s proposition as crunchy crackers with cool toppings, which even Amitabh Bachchan can’t resist.”

Bachchan said, “I found the whole concept of Malkist’s crunchy layered crackers and cheesy cream topping so unique that I had to taste it. And since then I really haven’t been able to resist it.”

The new campaign is all set to launch through television, digital and on-ground activation, ensuring the brand excels and builds consumer connect across India.

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