Parle Products, has roped in Amitabh Bachchan as the brand ambassador for its new Gold Star Cookies. The recently launched cookies are the company’s latest offering in the premium cookie category.
According to Parle, the brand symbolizes class, rich quality, and outstanding achievement, a positioning which blends in perfectly with the enigmatic star’s image and persona. The company will be carrying out an extensive 360-degree marketing campaign to support the launch.
The cookies are available in four variants, Butter, Cashew Butter, Chocolate Chip and Chocolate & Nut.
Shalin Desai, Group Product Manager, Parle Products
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.â€
Speaking on the association with Amitabh Bachchan, 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.”
Gold Star is currently available at price points of Rs 10, Rs 15, Rs 20 and Rs 30, in pack sizes ranging from 75 gms to 200 gms across all kirana stores and modern trade formats in India. The company currently has Hide n Seek, Hide and Seek Fab and Milano in the premium cookies segment.