August 2021:One of the fastest growing FMCG companies, Empire Spices and Foods Ltd. (ESFL) popular for its flagship brand Ram Bandhuhas roped in superstar Madhuri Dixit-Nene as their brand ambassador for their pickle and papad product range.The latest campaign “Aapka Taste Partner” encapsulates the wide range of pickle&papad variants to win a coveted space in the target consumer’s mind in a very simple and effective manner. The association with the actor comes at a time when the company is on a mission to expand its business and is reaching out to new markets. The company offers a wide range of products used in daily household consumption by the masses like pickles, papads, spices, ketchup, sauces, pastes and chutneys.
HemantRathi (Chairman, ESFL) shared,“Our presence is spreading across India and this endorsement will help our brand to connect better with the users inboth urban and rural areas. We wanted our brand ambassador for our pickle and papad categories to be someone who represents our target consumer group aptly, and who better than Madhuri Dixit Nene who is a working mother in her personal life and a well-known Bollywood actress who is popular across India, and even across generations, and overseas as well with a robust image just like our brand”. The campaign is supported by a 360-degree approach, leveraging TV,Out-Of-Home, digital and social platforms.
Speaking about the association Bollywood actressMadhuri Dixit-Nene shared, “Everyone has grown up eating pickles or achaar and it has strong memories attached to it, sometimes it’s the love of a grandmother, or warmth of a mothers touch. My association with the campaign “Aapka Taste Partner” reminded me of my childhood days when eating pickles and papads were an experience in itself! I am excited to be a part of a campaign by such a respected and loved brand like Ram Bandhu, and I hope together we can bring their popular pickle and papad product ranges to a broader audience.”
ESFL’s brand portfolio includes the brands Ram Bandhu, RBM, Temptin’ and Zaiqa. These are loved by the masses for the taste, variants and convenience that they bring. The company has its presence in the markets across 12 states in India with more than half a million retail shops, a large team of field force and 1000+ distributors dedicated to supplying the best products and culinary delicacies to the consumers. The company also has been exporting products to countries like US, UK, Qatar, Dubai, Canada, Germany, Netherlands, Luxembourg and Bahrain