Chennai/New Delhi, Dec 10 (): Its Big B vs Rekha in the war between Cadbury Kraft and Snickers brand of chocolate.
Yesteryear actress and MP Rekha in her debut endorsement is to endorse Snickers brand chocolates produced by global giant Mars Inc.
Globally Snickers brand is number one but in India, the leader is Kraft Cadburys which has a major chunk of India’s Rs 3,000-crore chocolate market.
M & M, Galaxy, Milky Way, Bounty, Twix and Snickers are products imported by US-based Mars with a turnover of $30 billion-plus.
At the age of 58, Rekha takes to brand endorsements while most of the actresses of her era and before are heavily into commercials. She has always been selective in her career and said to be not easily accessible.
Known as an icon and a Diva, her fitting into a chocolate campaign is to be seen. Ad makers feel that if the right script is made by the Chennai based R K Samy-BBDO, worldwide it can click. Also the fact that it is the first time that she will be seen in a commercial will get the brand attention.
Rekha, daughter of Gemini Ganesan-Pushpavalli was the number one in the early 1980s. Her romance with the much married Amitabh Bachchan and later their parting made news. After their estrangement Yash Chopra managed a casting coup by getting this pair to come once again and for the last time in Silsila. The film created a sensation since Amitabh’s wife Jaya Bahaduri too shared screen space.
Many of Rekha’s heroine centric films like Umrao Jaan were hits. Amitabh is said to be behind the makeover of Rekha to a classy diva. Amitabh avoids Rekha at functions which she rarely attends.
Interestingly there was an embarrassing situation in Rajya Sabha over the seating of Rekha and Jaya.
Amitabh Bachchan has been endorsing Cadburys for several years. Snickers started its campaign way back in 2008 but this campaign will be its biggest.
Kraft’s Cadbury Dairy Milk, 5-Star and Toblerone and Nestle’s KitKat are the market leaders.
Yet another US chocolate major Hershey which was selling its products through Adi Godrej’s Godrej group decided in September 2012 to go it alone. Its famous brands Kisses and Reeses would soon be seen in Indian stores.
India’s share of the chocolate spend was 37% globally and this year it is only 18% due the cautious spending. India’s lead player Cadbury Kraft’s sales however grew 20% in January-June 2012.