Karishma Kapoor is the new brand ambassador of the Noida; U.P. based fast emerging food company “Surya Food & Agro Ltd”, known for Priyagold biscuits. This is the first time Priyagold has opted for celebrity endorsement since the TV personality Priya Tendulkar endorsed the biscuit for Indians ten years back. For Karishma the product fits into her life seamlessly. She is a celebrity housewife, mother and concerned of the quality of what she and her family consumes.

Karishma will soon be seen recommending three products from the Priyagold stable – Butter bite, Butter bite badam pesta and Marie lite. The advertisements created are straight forward brand endorsement with no complicated storyline or special effects in the visual. The message to the viewers is clear.

“We had been looking for a celebrity who can easily be associated with our product. In Karishma Kapoor we got that. “Karishma being a modern day housewife and a celebrity mother is always concerned about her kid’s & family’s health in today’s hectic life, said Shekhar Agarwal, Director of Surya Food.

“Priyagold biscuits are favorites in kids. I too have grown up eating these biscuits and like the taste immensely. In fact I agreed to endorse the product it is because of my personal preference for Priyagold products”. Said Karishma Kapoor

The reason why the company has opted to keep the message direct and simple is the fact that such endorsements are easy to recall. Unlike other celebrity endorsements of similar products where film stars have been seen promoting biscuits, at the end of the day viewers fail to recall the product. Also Shekhar feels that biscuits are commodities and need to be promoted as such.

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Surya Food & Agro ltd. is a leading biscuit manufacturer of the 'Priyagold' brand for the last about 15 years. The Noida-based company has the World’s largest biscuit manufacturing facility under one roof. The biscuit manufacturer, which also makes juices, has a considerable market share in Delhi, Uttar Pradesh, Haryana, Punjab and Rajasthan. The company has achieved consolidated turnover of about Rs.400 crore in financial year 2007-08 and growing strongly. The company has recently secured a mega project from the Indian Railway Catering and Tourism Corporation Ltd (IRCTC) to set-up food kiosks for sale of its products – biscuits and juices – at Railway Stations in India.The company has four plants located in Greater Noida, Lucknow, Surat and Hyderabad. For more details about Surya Food & Agro Ltd., please log on www.priyagold.com and www.freshgold.net.