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Mars Wrigley launches its ‘made in India, for India’ plans for Galaxy chocolate

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By Amit Bapna, Editor-at-large

November 14, 2021 | 4 min read

UK-born chocolate brand Galaxy has launched its ‘made in India, for India’ journey by unveiling a localised product offering for the Indian market which has largely been ruled by Mondelez and Nestle.

galaxy india

Galaxy has big plans for India

To time with the launch, Mars Wrigley, the parent company has launched a brand campaign conceptualised jointly by AMV BBDO & BBDO India. The film features the leading Indian actress and singer Shruti Haasan as the celebrity endorser to unveil the new proposition, ‘Chocolate so smooth, pleasure lasts’.

The sweet and tough chocolate journey so far

  • This launch marks a significant milestone for Galaxy, an USD 1 billion chocolate brand, that has redefined the smooth chocolate experience since its global launch in 1960.

  • It also marks a new phase of growth for the chocolate brand which entered India in 2013 with its global offering but let the brand build itself organically on the back of its product strength.

  • With this launch, India becomes the first market for Mars Wrigley, the global confectionery giant to offer Galaxy, one of the world’s largest pure chocolate brands, at the opening price point as well as smallest portion size (of 54 kcal).

  • The Indian chocolate market is a growing category, with a growth rate of 8-10%. It is also a market that suffers from low levels of penetration and the task for any confectionary brand is to work on increasing the reach and the depth.

  • As per Varun Kandhari, director of marketing, Mars Wrigley, India, “India is a key market for us, and we hope to continue to strengthen the connect with consumers by launching globally loved brands in India as well as innovating and localizing to satisfy the Indian palate.”

India-first plans of Galaxy

  • Mars Wrigley entered the Indian market in 2002 and since then has been working on giving its portfolio of global offerings that includes brands like M&M’s, Snickers, Orbit and Skittles the right localised mix. Galaxy is the second legacy chocolate brand from Mars Wrigley’s portfolio to be locally produced in India.

  • The product variants and their price points have been recalibrated to meet the demands of the Indian consumer and also ensure an increased penetration across the breadth of the country, for the tablet category of chocolates in which Galaxy operates.

  • Some of the variants developed exclusively for Indian consumers include: Snickers eggless variant, Doublemint paan mint; Orbit raw mango, Boomer Burst in an orange-flavoured powder-filled gum – the first of its kind globally.

The creative journey of the chocolate brand

  • With this launch, Mars is ready to customize and localize the Galaxy product offering as well as the marketing playbook to meet the Indian consumer across metros and non-metros.

  • The just-launched brand campaign is in the backdrop of the announcement of the first local production unit for the Galaxy brand in Pune, Maharashtra.

  • The ad film urges the audience to pursue their passion and choose pleasure for themselves, as shown by the actor and musician Shruti Haasan.

  • The film, directed by the well-known ad film-maker Bharat Sikka, is available in 7 languages including English, Hindi, Tamil, Telugu, Malayalam, Kannada and Marathi.

  • As per Kandhari, “The new campaign marks an important milestone as we set upon a new journey of making Galaxy chocolate in India with the same global signature recipe which delivers an elevated smooth chocolate experience.” The brand proposition of ‘Chocolate so smooth, pleasure lasts’ is aimed at focusing on the smooth product experience and blissful indulgence that we are offering to our consumers, he adds.

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