Karishma Kapoor has been appointed the new brand ambassador of Delhi-based Surya Food and Agro Ltd, known for its Priyagold biscuits brand. This is the first time Priyagold has opted for celebrity endorsement since TV personality the late Priya Tendulkar endorsed the biscuit 10 years’ ago.
Kapoor will soon be seen recommending three products from the Priyagold stable – Butter Bite, Butter Bite Badam Pista and Marie Lite. The advertisements are straightforward brand endorsements with no complicated storylines or special effects in the visuals. The message to the viewers is clear.
“The TVC will break on September 14. Sandeep Singh Bedi of Passion Films is the guy behind the ad. Karishma is a modern day housewife, a celebrity mother who thinks of her and the kid’s health. She will endorse our products initially for one year,” said Sekhar Agarwal, Director, Surya Food and Agro.
Agarwal further said that the reason why the company has opted to keep the message direct and simple is the fact that such endorsements are easy to recall. Unlike other celebrity endorsements of similar products, where filmstars have been seen promoting biscuit brands, at the end of the day viewers fail to recall the product. He felt that biscuits were commodities and needed to be promoted as such.
Commenting on whether the company would stick to the campaign for long, Agarwal said, “That depends on the recall value associated with the advertisements to be aired soon. In any case, we had been looking for a celebrity who could easily be associated with our product. In Karishma Kapoor we found that.”
Surya Food & Agro also makes juices and has a considerable market share in Delhi, Uttar Pradesh, Haryana, Punjab and Rajasthan. The company has recently secured a mega project from the Indian Railway Catering and Tourism Corporation Ltd (IRCTC) to set up over 500 food kiosks for sale of its products – biscuits and juices – at about 200 railway stations across India.