Comments
Biscuits and confectionery company Parle Products has roped in author and film producer Twinkle Khanna as the brand ambassador for its premium cookie brand Milano, which it believes will touch the ₹100-crore mark in revenues this year.
Mayank Shah, Category Head, Parle Products, said: “We expect Milano to become a ₹100-crore brand this year. The brand will be backed with a strong marketing push with a new TV campaign featuring brand ambassador Twinkle Khanna. We wanted to deliver a message around the need to have a balance between health consciousness and indulgence and we believe she is the ideal fit for this.”
A new Milano campaign featuring Khanna is expected to hit the TV screens this weekend and will be seen on IPL.
New variant
The company is also expanding the Milano range with the roll-out of a new variant called Milano Choco & Hazelnut. He said: “This will be the first of its kind hazelnut centre-filled cookie in India, which has been launched in an innovative format and we hope it will strengthen the Milano range further.”
Milano is part of the Parle Platina range, a division , which was set up by the company last year, to focus on premium and super premium products. “We had launched Parle Platina last year to introduce super premium products with exotic flavours for the discerning customers. We are now the market leaders in the super premium biscuits segment. We believe in the next 1-2 years, Platina will contribute about 25 per cent to the overall revenues of the company,” Shah added.
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.