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Kellogg India ropes in Karisma Kapoor as brand ambassador

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | September 16, 2010
This is the first time the brand has signed a celebrity to endorse its product

Kellogg India, the Indian subsidiary of Kellogg Company, producer of ready to eat cereal and convenience food, has signed on Bollywood actor Karisma Kapoor as the new brand ambassador for its Kellogg's Chocos range. The product is priced at Rs 10. It may be noted that this is the first time the company has roped in a brand ambassador.

Kellogg's Chocos (K-pak) is a low fat product with the benefits of wheat and contains vitamins and minerals. It is available in an economical 'pouch format'. It is positioned as a tasty and nutritious '4 pm snack' for children when they are back from a busy day at school. It is offered to consumers as a snack that children like due to its chocolate flavour and one that mothers prefer due to the nutritional benefits. Catering to the variety that today's children seek, the product is available in variants such as Kpak Chocos Smacks and Kellogg's Chocos Planet & Stars.

Addressing the development, Anupam Dutta, managing director, Kellogg India, conveys in a press statement, "We are glad to welcome Kapoor into the Kellogg family. With her support, we hope to drive the message that such value packs provide mothers with a tasty, quick and nutritious snacking option and ensure a second glass of milk for the day."

He adds that Kpak offers the right combination of taste and variety, along with ample nutrition, at an affordable price.

The campaign, to be launched by the month end, will involve a TVC where Kapoor is portrayed as a caring mother. This association with the brand also marks a comeback for the ambassador, who was on a long sabbatical.

For the record, the creative duties for the brand are with JWT and the media duties are handled by Mindshare.

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