Brand Update

Desi Brand

Brand Ambassador - Ravi Kishan & Rituparna Sengupta : Parle

Parle Products is going regional with its marketing strategy. The maker of Monaco, Parle-G and Hide & Seek biscuits has roped in regional actors Ravi Kishan and Rituparna Sengupta for endorsing Monaco salty biscuits.

The company has decided not to have a national-level brand ambassador and did not renew its endorsement contract with Bollywood superstar Aamir Khan that ended in mid-2010, a top official said.

Parle's decision to rope in regional brand ambassadors reflects marketers' increasing focus on rural markets. Anirban Das Blah, MD of celebrity management firm Kwan, said, "Getting regional celebrities for endorsements works out very cost-effective for brands, and helps them to establish a huge connect with regional audiences." Parle's Desai said the company's decision not to extend Aamir's contract was based purely on the brand's new regional strategy and to connect better with regional audiences.

  • Bhojpuri star Ravi Kishan will promote Monaco in the Hindi belts of Uttar Pradesh and Bihar, Bengali actress Rituparna Sengupta will do the same in East India. 
  • Besides featuring in television commercials, the regional stars will be seen in a series of below-the-line promotions and brand activations for Monaco biscuits.
  • Last year, Dabur signed Ravi Kishan to endorse its Chyawanprash brand exclusively for localised below-the-line activities such as interactions with consumers, dealers and stockists.
  • In the 428-crore salted cracker segment, Parle Monaco leads with a 27.8% share, followed by Priyagold's ZigZag asnd Britannia's Time Pass, going by Nielsen data for the period between April-September 2010.

In September 2010, telecom services provider Bharti Airtel released ads for rural audiences featuring Rajpal Yadav, a popular star in the North, with the tagline - 'Airtel bajega toh tarraki bolegi'. Yet another example is that of beverage maker Coca-Cola . Despite having national star Akshay Kumar as brand ambassador for its Thums Up brand, Coke uses Telugu actor Mahesh Babu for endorsing the brand in the South.
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