Latest galaxy campaign urges consumer to choose pleasure with the new chocolate

GALAXY®, a brand that has redefined chocolates since its inception in 1960, has launched yet another exciting campaign, starring the extremely talented and beautiful actor and playback singer, Shruti Haasan. One of the most-loved global brands from the portfolio of Mars Wrigley, the world’s leading manufacturer of chocolate, chewing gum, mints, and fruity confections with iconic products like M&M’S®, SNICKERS®, ORBIT®, and SKITTLES®, GALAXY® is one of the world’s largest pure chocolate brands and one of the leading tablet brands globally. GALAXY® is an INR 7400 crore (USD 1 billion) brand with over 60 years of legacy.

With the new brand proposition, ‘Chocolate so smooth, pleasure lasts’, GALAXY® has been innovated and localized for Indian consumers using the GALAXY® global signature recipe that delivers elevated smooth chocolate experience.

With Shruti Haasan featured as the celebrity endorser, the new ad film urges the audience to pursue their passion and choose pleasure for themselves. In the ad film, when she is feeling swamped and exhausted with work, Shruti chooses to take a break and picks up a GALAXY® chocolate from her table. It is when she eats a piece of the chocolate that she experiences a spark of blissful indulgence and experiences a shift in her mood, depicted by the beginning of color trails that surround and pulse around her. Feeling enthused and energized, she reaches for her drum sticks and begins to play. It is at this moment that her surroundings change, and her energy and mood reflect in the room through wonderful color trails and ripples depicted in the film. The film ends with the voice over that says, ‘Chocolate so smooth, pleasure lasts’.

Talking about the announcement, Varun Kandhari, Director, Marketing, Mars Wrigley, India said “Mars Wrigley has been creating better moments to make the world smile by launching several globally loved and iconic brands in India and innovating to develop a portfolio fit for India. GALAXY®ï¸ is one of the most loved & one of the leading chocolate brands globally, and we are delighted to embark on the journey of launching a made in India portfolio with the global signature recipe giving an elevated chocolate experience to consumers in India.

We are equally excited to launch today the new GALAXY®ï¸ campaign with the multi-talented Shruti Haasan, who seamlessly reflects the brand persona. For over 60 years, GALAXY®ï¸ has helped consumers enjoy an unmatched consumption experience that helps them escape the monotony of daily life and this is depicted in the film. The smoothness of the chocolate, and the pleasure it delivers, is brought to life with a visual depiction of effortless pleasure, which is in line with the core brand benefit of ‘Fulfilling Pleasure’ by making chocolate better, one piece at a time.”

Sharing her experience on the association, Shruti Haasan, popular actor and playback singer, said “We often get so occupied with our daily tasks and deadlines that we forget the things that make us truly happy. For me, music has always been an important part of my life – it makes me more confident and content. The new campaign for GALAXY®ï¸ brings together my love for chocolates and music, and I love the way it has been portrayed. I have personally always enjoyed eating GALAXY®ï¸, and I am absolutely delighted to collaborate with a brand I love so much.”

On the campaign, AMV BBDO, said, “In a fast paced world where pleasure is often an afterthought or a frowned upon indulgence, this spot, under the masterful eye of Bharat Sikka, seeks to reconnect with it while holding GALAXY® centre stage.”

The films are available in 7 languages including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi & English. The films can be viewed here: English | Hindi

The new campaign comes further to the announcement of the first local production unit for GALAXY® in Pune. This is in line with Mars Wrigley’s commitment to continue to grow and develop in the market and cater to the diverse needs of consumers.

GALAXY®ï¸ is now the second legacy chocolate brand from Mars Wrigley’s portfolio to be locally produced in India, at its chocolate factory in Pune. Available at INR 10 and INR 20 in Smooth Milk and Crispy variants, it brings the same smooth chocolate experience across price points.

: GALAXY®, a brand that has redefined chocolates since its inception in 1960, has launched yet another exciting campaign, starring the extremely talented and beautiful actor and playback singer, Shruti Haasan. One of the most-loved global brands from the portfolio of Mars Wrigley, the world’s leading manufacturer of chocolate, chewing gum, mints, and fruity confections with iconic products like M&M’S®, SNICKERS®, ORBIT®, and SKITTLES®, GALAXY® is one of the world’s largest pure chocolate brands and one of the leading tablet brands globally. GALAXY® is an INR 7400 crore (USD 1 billion) brand with over 60 years of legacy.

With the new brand proposition, ‘Chocolate so smooth, pleasure lasts’, GALAXY® has been innovated and localized for Indian consumers using the GALAXY® global signature recipe that delivers elevated smooth chocolate experience.

With Shruti Haasan featured as the celebrity endorser, the new ad film urges the audience to pursue their passion and choose pleasure for themselves. In the ad film, when she is feeling swamped and exhausted with work, Shruti chooses to take a break and picks up a GALAXY® chocolate from her table. It is when she eats a piece of the chocolate that she experiences a spark of blissful indulgence and experiences a shift in her mood, depicted by the beginning of color trails that surround and pulse around her. Feeling enthused and energized, she reaches for her drum sticks and begins to play. It is at this moment that her surroundings change, and her energy and mood reflect in the room through wonderful color trails and ripples depicted in the film. The film ends with the voice over that says, ‘Chocolate so smooth, pleasure lasts’.

Talking about the announcement, Varun Kandhari, Director, Marketing, Mars Wrigley, India said “Mars Wrigley has been creating better moments to make the world smile by launching several globally loved and iconic brands in India and innovating to develop a portfolio fit for India. GALAXY®ï¸ is one of the most loved & one of the leading chocolate brands globally, and we are delighted to embark on the journey of launching a made in India portfolio with the global signature recipe giving an elevated chocolate experience to consumers in India.

We are equally excited to launch today the new GALAXY®ï¸ campaign with the multi-talented Shruti Haasan, who seamlessly reflects the brand persona. For over 60 years, GALAXY®ï¸ has helped consumers enjoy an unmatched consumption experience that helps them escape the monotony of daily life and this is depicted in the film. The smoothness of the chocolate, and the pleasure it delivers, is brought to life with a visual depiction of effortless pleasure, which is in line with the core brand benefit of ‘Fulfilling Pleasure’ by making chocolate better, one piece at a time.”

Sharing her experience on the association, Shruti Haasan, popular actor and playback singer, said “We often get so occupied with our daily tasks and deadlines that we forget the things that make us truly happy. For me, music has always been an important part of my life – it makes me more confident and content. The new campaign for GALAXY®ï¸ brings together my love for chocolates and music, and I love the way it has been portrayed. I have personally always enjoyed eating GALAXY®ï¸, and I am absolutely delighted to collaborate with a brand I love so much.”

On the campaign, AMV BBDO, said, “In a fast paced world where pleasure is often an afterthought or a frowned upon indulgence, this spot, under the masterful eye of Bharat Sikka, seeks to reconnect with it while holding GALAXY® centre stage.”

The films are available in 7 languages including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi & English. The films can be viewed here: English | Hindi

The new campaign comes further to the announcement of the first local production unit for GALAXY® in Pune. This is in line with Mars Wrigley’s commitment to continue to grow and develop in the market and cater to the diverse needs of consumers.

GALAXY®ï¸ is now the second legacy chocolate brand from Mars Wrigley’s portfolio to be locally produced in India, at its chocolate factory in Pune. Available at INR 10 and INR 20 in Smooth Milk and Crispy variants, it brings the same smooth chocolate experience across price points.