'We wanted somebody who can talk authoritatively about the brand’

Parle Products has signed on Amitabh Bachchan as brand ambassador for its new brand Gold Star in the premium cookie segment. The company plans to launch a multimedia campaign straddling television, outdoor and radio. The company has already unveiled a new TV commercial, created by Everest Brand Solutions.

The commercial opens with a domestic help serving a tray of Gold Star cookies to Bachchan along with his morning cup of tea. Just as Bachchan bites into the cookie, he realises that it is not the regular one he eats every day. He pretends to be infuriated at first, and then surprises the nervous man by asking him to get this new cookie every day - indicating that he has taken an instant liking to the new cookie. 

Dhunji Wadia, president, Everest Brand Solutions, said, “The objective of this communication was to launch and establish Gold Star as a premium cookie in the Indian biscuit market.”

On the thought process behind the campaign, Wadia explained, "After a thorough understanding of the category, product and market, the idea was to create a communication concept that successfully integrates business strategy and creative insight to convey the premiumness of the product.”

He further added, "The TVC communicates and reinforces the unique appeal of the product. It is inspired by an everyday slice of life that is laced with subtle humour.”

On the launch of Gold Star, 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.”  

Excerpts from a conversation with Pravin Kulkarni, general manager – marketing, Parle Products:

What was the creative brief to the agency?

We wanted to establish credibility for the new brand, and how it is better than the existing biscuit brands available in the Indian market.

Other than the television commercial, what are the other legs of the campaign? Also, how long will it be on air?

We are currently looking at only television for the launch phase. In the later stages, we will be using outdoor and radio to communicate the brand proposition. The campaign will be on air for at least two months.

Would you be able to share the marketing spends for the brand launch campaign?

I will not be able to share the total spends for this specific campaign, but it will be in the region of around 3 to 4 per cent of our annual advertising spends.

What was the reason behind signing on Amitabh Bachchan on-board? Do you think Amitabh Bachchan as a brand will be able to make an impact for Gold Star since he is already a face for so many other brands?

Amitabh Bachchan is an iconic figure across India, and he has an authority while he talks about brands. Our brand is competing against a well entrenched brand like Good Day. So, we wanted somebody who can talk authoritatively about the brand and whom people will believe. The credibility and deliverability has to be there for the brand persona. The way Amitabh Bachchan is used in our campaign will be the differentiator. Our creatives are the differentiators in this case.

How long is the association with Amitabh Bachchan? Are there any other brand ambassadors currently on board?

We have a year-long association with Mr Bachchan, and we do not have any other brand ambassadors on board for any of our other brands.

Credits:

Creative agency: Everest Brand Solutions
National Creative Director: Rahul Jauhari
Executive Creative Director: Samir Chonkar
Account Management: Siddhi Shah and Jay Thaker
Film Director: Nikhil Rao
Production House: Jamic FIlms