Mumbai: FMCG brand Tops has roped in Bollywood actor Kareena Kapoor Khan as its new ambassador. Tops has also launched a new and exotic range of pickles and sauces based on its survey in tier 1 and 2 markets. 

With the new product launch, the brand has taken the total tally of its pickle variants to 51. Its upcoming marketing campaign will flaunt the punchline 'Ab Poore 51 Flavours Mein' on various visual mediums. This new campaign is conceptualised by Leo Burnett and it features Kareena promoting the brand.

Tops vice-chairman Nitin Seth said that the association with Kareena has come at a time when the brand is on the cusp of launching a new range of pickles and sauces. “Kareena Kapoor is a personification of exuberance and resoluteness, virtues that resonate well with the values exhibited by Tops for its range of pickles and sauces,” he added.

Through this campaign, the brand aims to further strengthen its connection 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, said the statement. 

Speaking on this partnership with Tops, the Bollywood actor said that she’s really happy to be associated with Tops as "it is one of her favourite brands."

A recent survey carried out by the research team of Tops 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 decided to launch a ‘new and exotic range’ under both these product categories.