Galaxy, a brand under Mars Wrigley, has unveiled its latest gifting bundle for the festive season, featuring the new GALAXY Jewels. This product includes four flavours—Smooth Milk, Crispy, Caramel, and Dark Cream—each individually wrapped. It is available in two sizes, priced at Rs 299 and Rs 549.
The launch is designed for gifting, featuring the tagline ‘When Someone Means a Galaxy to You,’ and is aimed at capitalising on the Rakhi season. In a market where brand loyalty tends to be low—since people frequently switch between different options—establishing and maintaining a strong market position is a significant challenge.“We are confident in the appeal of this bundle. In markets like Dubai and the UAE, where consumers have a strong inclination toward luxury and premium gifting, this bundle has been curated with a premium touch. It offers a handcrafted collection that embodies both elegance and exclusivity,” Nikhil Rao, CMO, Mars Wrigley, told BrandWagon Online.
“India is a key market for us, and unlike other brands, Mars Wrigley entered the Indian market relatively late. Consequently, we are focusing on its development and growth,” Rao said. As people become increasingly aware of their dietary and nutritional values, and with rising concerns about the impact of sugar highlighted by recent social media campaigns, health has become a priority for many consumers. Reports indicate that people are seeking healthier gift options. However, Rao maintains that despite this trend, consumers still desire the sweetness that chocolates offer. He points out that some of their products globally use 50% less sugar to address health concerns while retaining the beloved taste.
Rao believes that chocolate remains a significant player in the snacking market. As competition intensifies, he asserts that market dominance will hinge on delivering high-quality products and having an effective distribution strategy.
For marketing initiatives, Galaxy has appointed Kiara Advani as its brand ambassador. The brand plans to collaborate with her for various campaigns throughout the year, including Diwali, and other gifting occasions. Recently, the brand launched a Rakhi TV commercial featuring Advani to promote the new Galaxy Jewels collection.
Rao noted that the brand’s marketing strategy primarily relies on television commercials, which make up 60-70% of their efforts, while digital channels—including Meta, Google, and performance marketing—account for the remaining 30-40%.
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