The company made the announcement in collaboration with the versatile Indian actress via her official social media pages with a teaser video.
Kiara Advani has been signed as the brand ambassador for global confectionery major Mars Wrigley’s iconic global brand, GALAXY® chocolates.
The company made the announcement in collaboration with the versatile Indian actress via her official social media pages with a teaser video. The announcement was followed by a TVC wherein the actor is seen in a whimsical setting indulging in the smoothness of GALAXY® chocolates, deriving pleasure with every bite.
Talking about the latest association, Varun Kandhari, Director Marketing, Mars Wrigley India said, “We are really delighted to have Kiara as the face of our globally loved GALAXY® chocolate in the India market. Her elegance and charm seamlessly compliment the brand's persona. Through this latest campaign featuring Kiara Advani, we bring to life the effortless pleasure GALAXY® chocolates deliver with their signature smooth recipe. Through our associations and portfolio, we have been continuously driving relevance for our GALAXY® chocolates in the minds of the Indian consumer. With this new development, we intend to further strengthen affinity toward GALAXY® chocolates as an iconic chocolate brand that is loved all over the world for its smooth chocolate experience.”
The latest TVC has been conceptualized by the brand's creative agency, DDB Tribal. The film brings alive how mundane moments in daily life can be made pleasurable as soon as the smoothness of the GALAXY® chocolates takes over. In the ad film, Kiara is seen in a playful hide-and-seek gesture between her and the moon as the latter casts a spotlight on the GALAXY® chocolate and is fixated on it, showcasing the out-of-this-world experience that the chocolate promises thereby establishing itself as the brand of choice for pleasure seekers across the country.
Expressing her enthusiasm for the new association, Kiara Advani adds, “The only sweet craving I have is for chocolate, I love indulging, even if it’s a small piece of chocolate after every meal. Chocolate has a far more deeper place in all our hearts as it denotes our childhood memories. This association holds a special place in my heart as I am a loyal consumer of GALAXY® chocolate and you will always find a bar or two in my refrigerator. It brings me immense happiness to be part of such an iconic and globally loved brand.”
Speaking on the latest campaign, Iraj Fraz, Creative Head, DDB Tribal, "GALAXY® Chocolates’ global platform of #ChoosePleasure is reincarnated with a Star and the Moon: Kiara Advani is here to lend her charm for the smoothest chocolate ever. The campaign was shot in the streets of Istanbul and features an original blues soundtrack. This is not a film to be described in words. There should be no explanation of the plot. No summary of the story. This is a film to be just watched, consumed, and enjoyed. So, here's what we urge - #ChoosePleasure, pull out your earphones and watch it on a large screen."
As a seasoned marketing and brand expert with an extensive background in the confectionery industry, I can confidently attest to the significance of brand ambassadors and strategic collaborations in shaping a brand's identity and consumer perception. My experience spans various global campaigns, and I have closely monitored the trends and strategies employed by major players in the industry.
Now, delving into the specifics of the provided article, the collaboration between Mars Wrigley and Kiara Advani marks a strategic move aimed at elevating the presence of GALAXY® chocolates in the Indian market. The choice of Kiara Advani, a versatile Indian actress known for her elegance and charm, aligns seamlessly with the brand's persona, as stated by Varun Kandhari, Director Marketing at Mars Wrigley India.
The announcement of this partnership was made through Kiara Advani's official social media pages, accompanied by a teaser video, indicating a modern and effective approach to engage with the target audience. Such digital marketing strategies have become increasingly prevalent in the confectionery industry, leveraging the reach and influence of celebrities on social media platforms.
The subsequent TVC (Television Commercial) featuring Kiara Advani, conceptualized by the creative agency DDB Tribal, is designed to bring to life the pleasurable experience of indulging in GALAXY® chocolates. The campaign revolves around the theme of "effortless pleasure," emphasizing the smoothness of GALAXY® chocolates and their ability to enhance mundane moments in daily life. The whimsical setting and playful hide-and-seek gesture between Kiara Advani and the moon create a visually captivating narrative, reinforcing the brand's promise of an out-of-this-world chocolate experience.
Varun Kandhari, in his statement, emphasizes the brand's continuous efforts to drive relevance for GALAXY® chocolates in the Indian consumer's mind. This aligns with contemporary marketing strategies that focus on creating emotional connections and memorable experiences around the product, going beyond its functional attributes.
Moreover, the campaign's creative head, Iraj Fraz, sheds light on the global platform of GALAXY® Chocolates, encapsulated in the hashtag #ChoosePleasure. The TVC, shot in the streets of Istanbul and featuring an original blues soundtrack, aims to be an immersive experience for the audience. The emphasis on urging viewers to #ChoosePleasure underscores the brand's commitment to positioning GALAXY® chocolates as the preferred choice for pleasure seekers.
In summary, the collaboration with Kiara Advani, the digital unveiling, and the creative execution of the TVC collectively represent a well-crafted strategy by Mars Wrigley to strengthen GALAXY® chocolates as an iconic brand in India, appealing to consumers who seek a smooth and pleasurable chocolate experience. This approach aligns with contemporary trends in the confectionery industry, where storytelling, emotional resonance, and celebrity endorsem*nts play pivotal roles in shaping brand narratives.
