In the dynamic or zestful world of marketing, the brand ambassador plays a pivotal role in shaping public opinion about the product or company. The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the customer-product-service relationship and influence a large audience to buy and consume more. One such bright example is the association of Priyagold, a renowned name in the biscuits industry, with its charismatic or appealing brand ambassadors.
Priyagold has been known for bringing premium biscuits and cookies to Indian households, including the likes of Marie Lite, CNC, and Zig Zag. The company is also known for its many other offerings like the Fresh Gold range of juices, its Snakker Cake, which is a range of flavoured sandwich cakes, and also its bevvy of candies and chocolate bars such as Shokk, Amorae, and Choco Gold chocolate bars. Priyagold is celebrated for its diverse range of delectable snacks and confectionery products that have delighted consumers for years. The brand aims to strengthen its marketing efforts and maintain its position as a trusted and beloved choice among consumers.
During its early days Priyagold did not have any strong marketing. So, Mr Ballabh Agarwal, the founder, signed the actress Priya Tendulkar for a unique campaign. Priya became the alert housewife Rajni, who fought for consumer rights and demanded Priyagold biscuits for her family. And the campaign took off massively. He established Priyagold with the vision of offering customers good-quality biscuits at affordable prices. The brand tagline, Haq Se Maango (Demand it Right), embodies the commitment to allowing everyone to enjoy quality biscuits.
The company persisted with functional appeal in its advertisement throughout 2003. The company further extends its emotional touch in its ad as "Priyagold Khao aur Khelo." The brand uses various platforms to enhance its visibility. 54% of television advertising was done from multiple genres, such as daily soaps, feature films, and comedies, whereas 12% was done on Cartoon Channels. The brand actively engaged in advertising, enlisting prominent brand ambassadors such as Smriti Irani, Karishma Kapoor, Saif Ali Khan, Katrina Kaif, Kiara Advani, and Disha Patani. This strategic move contributed to the brand visibility across significant television channels, newspapers, and below-the-line channels.
Actress Karishma Kapoor was appointed as the brand ambassador of Delhi-based Surya Food and Agro Ltd, known for its Priyagold biscuits brand in 2008. This is the first time Priyagold has opted for celebrity endorsement. Karishma Kapoor had been seen recommending three products from the Priyagold stable – Butter Bite, Butter Bite Badam Pista and Marie Lite. Another superstar Katrina Kaif was the brand ambassador of its chocolate product in the year 2018, SuperStar, a chocolate bar. With this, many other stars were brand ambassadors of Priyagold.
While expanding its horizons the brand Priyagold appointed actress Kiara Advani as its brand ambassador in the year 2021. Banking upon the mass appeal and nationwide reach of the actress, the brand has decided to avail the same for the brand’s acceleration. With her varied filmography across platforms, Kiara Advani has targeted a range of audiences catering to not just the metropolitan cities but also the rural markets. The advertisement campaign highlights the brand's focus on health and personal enjoyment. This shift reflects PriyaGold's understanding of the evolving customer seeking quality treats that align with their modern lifestyle.
Priyagold believes Kiara Advani strikes the balance between the diverse demographic markets perfectly. According to Shekhar Agarwal, director, Priyagold, Kiara Advani perfectly fits the bill of mass appeal as well as standing out amongst the crowd with her impeccably distinct qualities. “We are glad she understands our vision and shows the same belief as our faith in her,” he added.
Also Read: Priyagold ropes in Kiara Advani as its brand ambassador
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