Popular Bollywood actress, Kajol has been signed up by Yakult Danone India as the endorser for its probiotic health drink, Yakult, in the Indian market.
On the occasion, Kiyoshi Oike, managing director, Yakult Danone India says in an official release, "Yakult is the world's No. 1 probiotic health drink for the entire family, and Kajol brings to life the values of our brand -- which is health and happiness for all. This association is a natural fit with the qualities of our brand -- a caring mother and a loving wife who understands the health needs of her family well. Kajol's universal appeal extends to all age groups and we believe that her association with Yakult will help in reinforcing the attributes and philosophy of the brand."
Launched in New Delhi, NCR, Jaipur and Punjab, Yakult is planning an aggressive foray in other Indian metros soon.
The brand had initially roped in M&C Saatchi as its agency. At the initial stage of the roll out, it stuck to print, radio, hoardings and on-ground activities to promote awareness about this segment of food products.
By the end of 2008, Yakult changed its creative partner and roped in Hakuhudo Percept. Now, with Kajol on board, it aims to use TV as a medium for the first time, apart from PR, BTL and print.
In India, the brand has competition from the likes of Nestlé, Mother Dairy and Amul, which have also launched products in the probiotic segment. It currently uses "Daily piyo, healthy jiyo" as its brand tagline. The new campaign is supposed to hit the airwaves by October this year.
Shefali Sapra, general manager, corporate communications, Yakult Danone India, says, "The new camapign will focus on building awareness about things like immunity and digestion, apart from offering something fresh. We want to promote Yakult as a daily drink."
Yakult's unique Lactobacillus casei strain, Shirota (friendly bacteria) have been proven to reach the intestines alive in sufficient numbers, helping to top up levels of essential bacteria. Yakult's bacteria support the work of 'good' bacteria and help to discourage the growth of harmful bacteria. Good bacteria in the body help build a strong immune system, protecting against diseases. Yakult can be enjoyed by everyone, young or old, as part of a healthy, balanced diet everyday.
Yakult Danone India is a 50:50 joint venture between Groupe Danone of France and Yakult Honsha, Japan. Globally, the company has a network of 80,000 Yakult ladies, who propagate the health benefits of probiotics and provide delivery of Yakult at the customer's doorstep.