Schmitten out to make its mark in the premium chocolate category

26 Sep,2014

By A Correspondent


Publicis has unveiled a new campaign for chocolate brand Schmitten. The chocolate category is growing rapidly and there are a lot of international brands that are also entering the Indian Market. There is a growing appetite for premium chocolates in the country and the most critical challenge was to find a unique space for the chocolate brand apart from just creating awareness.


The campaign has been developed on the insight that young people are very comfortable with the sentiment that what’s theirs is theirs. In this TVC, Priyanka Chopra gives voice to that thought. And she makes it evident by bringing an element of whacky, youthy coolness to that argument. She is an elite girl whose possessiveness finds an infectious voice in a song, while she dodges her Schmitten from the greedy one who follows her wherever she goes.


Jayesh Desai – Group Chairman, Rajhans, said, “Schmitten is the third largest chocolate project in India. We have launched a premium quality Swiss chocolate and are geared up to build a brand that will spell class. In a bid to come up as a premium chocolate brand amid the prevailing knife-edge competitions, we’ve never left any stone unturned. And thanks to Publicis for setting ourselves apart with their all the more creative output that will almost certainly go the distance.”


Bobby Pawar – Director and Chief Creative Officer, South Asia, Publicis said, “The category we are trying to break into is about sinful and naughty chocolates. What India is used to is the kind of chocolates that will replace sweets. But there is more to it than that.”


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