INIBISCO India, a subsidiary of global food and beverage company Mayora, has casted Bollywood star Amitabh Bachchan as brand ambassador for its flagship brand Malkist.
This brand’s debut ad campaign highlights their new positioning ‘Malkist Can’t Resist’’. The TG cuts across all age groups and regions. This campaign also cast actresses such as Anikha Surendran, who aims at a younger target audience. This campaign has also brought the uniqueness of the cracker, which was created within 14 crunchy layers, and also projects newer toppings like cheese, cappuccino, and chocolate
Even though, the Indian biscuit market is very huge and appealing. It is also very competitive stated Achyut Kasireddy, has stated in a conference with afaz. This scenario has made it a particularly tough job and has forged firm footing.
Malkist is one of its leading cracker brands in India. This brand projects a soft launch for Rs 37,000 crore in the Indian biscuit market, over a year back. After tasting victory during the test marketing in several metro markets. Thereafter, Malkist has begun to strike retailers across the country.
However, This ad’s playful narrative has even added a new break to this biscuit indulgence. This campaign has been broadcasted through television, digital, and on-ground activation across India. This ad film has been introduced by the firm, named Cut the Crap, which was owned by Jagdish Acharya.
This agency endows differentiated brands like Kopiko- a candy made with real coffee extracts, Choki Choki, Go Choco Rollz, and Wheels, among this category. Meanwhile, Malkist, Coffee Joy, and AttaBix are also offering. INBISCO India has even launched Café Blend- a cappuccino with choco granules, and CHAIKO -a candy made with real tea extracts into their markets.
Achyut Kasireddy, MD, INBISCO India has indicated that ‘’Malkist is a much-differentiated cracker, along with each biscuit made out of seven layers, which blows it crunch. And the toppings included are cheese, cappuccino, chocolate, etc, and will make it delicious. We have even seen brilliant acceptance for Malkist’s unique offering from the Indian customers. This new TVC spotlights Malkist’s proposition as crunchy crackers with variety and cool toppings, in which even Amitabh Bachchan can’t even refuse to grab them.