Danone ropes in Karishma Kapoor to endorse its dairy products

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Karisma DanoneLooking to make its presence felt in India, Danone India, a group involved in businesses – Fresh Dairy Products, Baby Nutrition, Bottled Water, and Medical Nutrition – has roped in Karishma Kapoor as its new brand ambassador.

Along with her, the group has launched a series of TVCs for its range of products – Dahi, Low Fat Dahi, Flavoured Yoghurts (Strawberry, Vanilla & Mango), Lassi (Mango Flavoured, Sweetened & Masala Chaas) and UHT Milk (Toned and Slim).

Speaking on the appointment of Kapoor as the brand endorser, Jochen Ebert, General Manager, Danone Food & Beverages India, says, “Karisma Kapoor, being a young mother and a successful working woman embodies the essence of our brand ethos.”

Danone claims to have relaunched its products “only with natural ingredients”, and refreshed its packaging and positioning. The new positioning – Only Good Gets In, makes an effort to build up an emotional connect with the consumers.

The 360-degree marketing initiative will involve ATL initiatives like TVCs, Outdoors, Cinemas and extensive BTL initiatives like sampling across consumer touch points.

Danone has been present in India in four metros, namely Mumbai, Pune, Bangalore and Hyderabad and recently made its entry into Delhi and the NCR region too to take its city count to five. The group plans to consolidate in these markets before expanding into newer markets.

Some major brands in Kapoor’s kitty include McCain Foods, Odonil, Garnier, Divvs, Kellogg’s Chocos and California Almonds, besides others. She also endorses, an online store for baby and mother care products, in which she has some stakes too.

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Neeta Nair

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