FMCG brand, TOPS, recently signed up Kareena Kapoor Khan to add strength to its presence in the pickle and sauces categories. A recent survey carried out by the company’s research team in tier 1 and 2 towns surmised that people have aspirational desires and want ‘variety’ and ‘convenience’ in their options, coupled with ‘taste’ and ‘trust’ as the prime factors, before zeroing on a particular purchase decision.
Taking a cue from this, the company decided to leverage its strengths and bring out products that meet the demand of the consumers. With pickles and sauces being the main growth drivers in the product portfolio at TOPS, the company has launched a ‘new and exotic range’ under both these product categories.
Through this campaign, the brand aims to further strengthen its connect with the consumers across markets by roping in a celebrity brand ambassador. To reiterate the brand’s commitment, Kareena has been brought on board as the face of the brand in India.
Excited about the partnership, Dr. Nitin Seth, Vice – Chairman, TOPS said, “The association with Kareena comes at a time when the brand is at the cusp of launching a new range of pickles and sauces.” The brand is adding exotic variants to its already existing range, which have been curated to cater to various regional tastes and preferences of consumers. Varieties like Dela, Mushroom and Karela are a few cases in point that are sure to tickle everyone’s senses and provide the much-needed satiating effect to every meal.
With these launches, TOPS takes the total tally of its pickle variants to 51, with the punchline “Ab Poore 51 Flavours Mein” for the soon to be aired campaign on various visual mediums. The campaign will depict Kareena relishing the tanginess of a variety of pickles.
TOPS has a masterstroke up its sleeve for sauces and ketchup too, as it is being promoted as the brand offering the “widest range of sauces”. Kareena, who has essayed a wide variety of roles in Bollywood, resonates well with the brand’s commitment towards its consumers. Given her all-round personality and the versatility of TOPS’ sauces which can be used as a dip, spread or in cooking, this association works as a perfect combination to make TOPS a leader in the segment.
Excited about the association, Kareena expressed her sentiments by saying “Really happy to be associated with TOPS as it is one of my favourite brands”.
Conceptualized by Leo Burnett, the ad features Kareena cooking delectable dishes like Dahi Bhalla, Pasta, Schezwan fried rice and Noodles using TOPS’ new range of Sauces, in a soon to be released commercial.
TOPS, by G.D. Foods Manufacturing India, is a New Delhi-headquartered food processing brand. Having commenced its operations in 1984 with a single product portfolio of Noodles, today the brand boasts of as many as 19 products categories like Pickles, Tomato Ketchup, Sauces, Jams, Cornflakes, Noodles, Vermicelli, Vinegars, Instant Mixes, Corn Flour, Baking Powder, Custards, Jellies and Drinking Chocolate.
