Mars's iconic Galaxy tablet chocolate hits India

In a bid to strengthen its portfolio, chocolate manufacturer Mars Incorporated has announced the launch of its iconic 'Galaxy' chocolate bar in India.

[caption id="attachment_1217257" align="alignleft" width="380"] The commercial features Arjun Rampal and Sapna Pabbi[/caption]

Galaxy will debut in the Indian market with a new campaign, which is yet to be released. The ad, taglined 'Reshmi Ehsaas, Resham Se Bhi Khaas', has been shot with Bollywood actor Arjun Rampal and model, Sapna Pabbi.

Commenting on the association, Arjun Rampal, actor and Galaxy brand ambassador, said, "I believe in partnering with brands that I use and appreciate. Galaxy is a very popular, reputed international brand and definitely one of my favourites. I admire the timeless appeal, global legacy and the effortless elegance that the brand exudes. Its enriching taste and rich creamy texture, can make anyone fall in love with the chocolate. The film exquisitely describes the perfect chocolate experience that Galaxy provides. I am thrilled to be a part of one of the biggest Galaxy launch campaigns and am looking forward to a great journey ahead."

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[caption id="attachment_1217263" align="alignleft" width="380"] MV Natarajan, India Head; Arjun Rampal; Raghav Rekhi, Marketing Director at the launch of Galaxy in India[/caption]

Speaking on the association, Raghav Rekhi, Marketing Director, Mars International India Pvt. Ltd, said, "At Mars, it is our endeavour to bring the best tasting high quality chocolates to our consumers. With the latest Galaxy launch we are bringing our global expertise of chocolate making to consumers in India and adding a new member to the Mars India portfolio. The new campaign presents the Galaxy experience in a creative and differentiated manner. We are excited to have Arjun Rampal as the face of this launch. We are confident that the integrated campaign will drive more visibility for the brand."

The brand is being launched in India with a 360 degree integrated communications campaign that involves in-store branding across trade channels, experiential sampling and other marketing initiatives. With this launch, the chocolate brand has also introduced its new packaging with a pack that can be opened sideways rather than from the top and can be resealed and reused.