Reinforcing the traditional importance of Almonds to the festive season in India, the Almond Board of California today announced the launch of an integrated marketing campaign featuring its brand ambassador, Karisma Kapoor. The campaign coincides with the commencement of the Indian festive season and will feature Karisma Kapoor in a new print and television advertising campaign, apart from her engagement in on-ground marketing activities.
India is an important growth market for the California Almond industry. It is currently the fourth largest export destination for California Almonds after Spain, China, and Germany respectively. Exports to India reached 38,000 metric tons in FY 2009/10, among the highest shipment totals on record. That's not all, the positive growth has been a result of increasing consumer demand for these delicious, nutritious nuts. A study conducted by Ipsos Public Affairs in spring 2010 for the Almond Board of California (ABC) revealed that 88% Indians consider almonds the healthiest nut, 47% Indians are eating more almonds now than they were one year ago, 56% of Indians are more likely to purchase almonds in the next 12 months - incidentally this number was highest in India among the 11 countries surveyed.
Almonds to your rescue this Diwali:
Struggling for a perfect gift for your friends and family? Just gift wrap these gorgeous looking almonds and gift the promise of good health to all your loved ones
Think your diet is off this Diwali? A handful of almonds a day can keep you on track amidst the hectic festivities.
Unexpected guests at home for Diwali? Try out these simple recipes to make flavourful almonds that promise to win over your guests
The new campaign brings to fore the fact that apart from being a tasty ingredient and snack, almonds are also nutritious. Scientific research suggests that eating a handful of almonds a day may help lower bad cholesterol levels, protect against heart disease and other lifestyle diseases. Moreover, almonds are a great source of Vitamin 'E', with 7.4mg in a one handful serving, more than any other tree nut. They are also a good source of protein, magnesium, potassium, zinc, iron & fiber. They contain more calcium than any other nut which makes them great for vegetarians. This gives almonds the enviable status of being the most preferred gifting item during popular festivals such as Dusshera, Diwali, and Christmas among others.
This Diwali also marks a first for any food category to adopt television as a key media platform, allowing a pan India reach and connect the festive season driven message to Indians across geographies, making it universally relevant to many different festive occasions.
"Indians have a natural affinity for Almonds because of their traditional yet contemporary appeal. While Almonds have had a special place among the older generation of Indians because of cultural reasons, the younger generation is re-discovering the role Almonds can play for a healthier lifestyle. The Indian festive season is a major factor contributing to increased demand for almonds in India and our endeavour is to communicate the benefits of this power packed nut as not only important for the festive season, but also throughout the year," said Richard Waycott, CEO, Almond Board of California.
"Diwali is the time to buy the grandest gifts possible for your friends, relatives and close ones. "I think almonds are one of the best gifts to give someone on any occasion. I always look for a nice box full of almonds either roasted or covered in chocolate as the perfect gift or a healthy snack for my family and loved ones", says Bollywood actress Karisma Kapoor.
"Not only are they amazing gifts but make for a healthy snacking option too. During Diwali when we all tend to binge on sweets and oily food, my almond snacks in different flavours come to my rescue. What's even better, it tastes so yummy and indulgent too" adds Karisma.
With ever increasing demand from global consumers and food manufacturers alike, 2010/11 is anticipated to be another strong year for California Almonds. With the festive season starting and Diwali just around the corner, the new marketing campaign is set to make consumers re-discover the joy of Almonds all over again.
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