Parle signs BachchanSr to endorse Gold Star cookies

25 Mar,2013

By A Correspondent

 

Parle Products, biscuit, confectionery and snacks manufacturer has roped in Amitabh Bachchan as the brand ambassador for its new Gold Star Cookies. It has roped in the legendary superstar Amitabh Bachchan to be the face of its new range of Gold Star Cookies – latest offering in the premium cookie category.

 

The company will be carrying out an extensive 360-degree marketing campaign to support the launch.

 

Commenting on the launch of the new product, Shalin Desai, Group Product Manager, Parle Products said, “The premium cookie segment in India has witnessed a steady growth over the years; however it’s largely dominated by the presence of a single player. There is a lot of untapped potential leading to an opportunity for new entrants in this category. Today’s consumer is well informed and aware, making him a lot more quality conscious and always on the lookout for a variety of options.”

 

Speaking on the association with Amitabh Bachchan, Mr. Desai further added, “Mr. Bachchan has a magnificent personality and a strong connect among Indians across age groups. He embodies an exemplary blend of both style and performance, making him the ideal choice to endorse our products. The goodwill and reputation he has built over the last three decades compliments our own, built over the last 80 years’. His remarkable appeal which spreads across all sections of people in the country, compliments our brand communication.”

 

Commenting on the association Amitabh Bachchan said, “It gives me an immense pleasure to be associated with the most iconic biscuit company of India, Parle Products. From last 70 years we all have grown up eating Parle’s biscuits and it has always been the most loved brand in the country amongst all age groups. There is hardly any other biscuit brand in India which is as popular as Parle. I am thrilled to begin a new journey with Parle’s Gold Star cookies and take the brand legacy ahead.”

 

Gold Star is currently available at price points of Rs 10, Rs 15, Rs 20 and Rs 30 in pack sizes ranging from 75gms to 200gms across all kirana stores and modern trade formats in India. The company currently has Hide n Seek, Hide and Seek Fab and Milano in its premium cookies. With the introduction of Gold Star, the company is addressing the need of a product that offers good quality and taste in the premium cookie segment. The cookies are available in four variants, Butter, Cashew Butter, Chocolate Chip and Chocolate & Nut.

 

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