Mumbai: Chocolate brand Galaxy from the portfolio of Mars Wrigley has launched its new campaign starring actor and playback singer, Shruti Haasan.

With the new brand proposition, ‘Chocolate so smooth, pleasure lasts’, the brand has tried to innovate and localise for Indian consumers using the Galaxy global signature recipe.

The new ad film urges the audience to pursue their passion and choose pleasure for themselves. In the ad film, the actor is feeling swamped and exhausted with work, when she chooses to take a break and picks up Galaxy chocolate from her table. It is when Haasan eats a piece of chocolate that she experiences a shift in her mood. Feeling enthused she reaches for her drum sticks and begins to play. It is at this moment that her surroundings change, and her energy and mood reflect in the room through wonderful color trails and ripples depicted in the film. The film ends with the voice-over that says, ‘Chocolate so smooth, pleasure lasts’.

The film has been released in seven languages including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi & English.

“We are delighted to embark on the journey of launching a made in India portfolio with the global signature recipe giving an elevated chocolate experience to consumers in India. And Shruti Haasan seamlessly reflects the brand persona,” Mars Wrigley India director-marketing Varun Kandhari said. “For over 60 years, Galaxy has helped consumers enjoy an unmatched consumption experience that helps them escape the monotony of daily life and this is depicted in the film.”

Sharing her experience on the association, Shruti Haasan said “We often get so occupied with our daily tasks and deadlines that we forget the things that make us truly happy. For me, music has always been an important part of my life – it makes me more confident and content. The new campaign brings together my love for chocolates and music, and I love the way it has been portrayed.”

On the campaign, AMV BBDO, said, “In a fast-paced world where pleasure is often an afterthought or a frowned upon indulgence, this spot, under the masterful eye of Bharat Sikka, seeks to reconnect with it while holding Galaxy center stage.”

The new campaign comes further to the announcement of the first local production unit for Galaxy in Pune.