Mars Wrigley India has relaunched its iconic Galaxy chocolate with a creamier recipe, new design, and Bollywood actor Mrunal Thakur as brand ambassador. The DDB Tribal-led “Take Pleasure” campaign celebrates women embracing self-indulgence without guilt, redefining pleasure as empowerment and everyday self-love through a richer, smoother, and emotionally resonant chocolate experience.
There’s a new kind of indulgence in town — smoother, richer, unapologetically bold. Mars Wrigley India’s all-new Galaxy has landed, and it’s not just a chocolate; it’s an experience, a statement, and a little piece of self-love wrapped in gold.
The relaunch of Galaxy marks a turning point for one of India’s most-loved chocolate brands. Reimagined for a new generation of confident, self-assured consumers, the new Galaxy is creamier, more luxurious, and designed with a fresh visual identity that radiates modern sophistication. But more than just a recipe makeover, this is a celebration of something deeper — pleasure without guilt.
And who better to embody that than Mrunal Thakur, the actor who’s quickly becoming the face of fearless femininity in Indian cinema?
The Face of Unapologetic Pleasure
For Mrunal Thakur, pleasure isn’t an indulgence; it’s a right. The new Galaxy campaign, “Take Pleasure”, captures her as she glides through life’s spontaneous moments — dancing freely, laughing unexpectedly, and rediscovering joy in the simplest acts.
Created by DDB Tribal India, the campaign tells stories of women from different walks of life who, for once, put themselves at the centre of their universe. The films are warm, cinematic, and heartfelt — blending technology, artistry, and emotion to remind women everywhere that self-care isn’t selfish; it’s essential.
As Nikhil Rao, Chief Marketing Officer, Mars Wrigley India, explains, “Today’s Indian woman is rewriting the rules — juggling ambition, relationships, and self-expression on her own terms. In a world that often asks her to do it all, she often forgets to pause and savour moments that belong only to her. The new Galaxy is that little everyday indulgence — a reminder that self-care isn’t selfish, it’s essential.”
The New Language of Indulgence
Gone are the days when indulgence was synonymous with luxury alone. For today’s consumer, it’s emotional — about small, personal moments that bring happiness. The new Galaxy chocolate, with its refined taste and richer, smoother texture, is designed to fit into those moments seamlessly.
But the team behind the campaign also had a larger cultural insight in mind. As Rahul Mathew, Chief Creative Officer, DDB Mudra Group, puts it, “Indians, especially women, feel that giving time to yourself is an act of selfishness. With Galaxy, we wanted to take the guilt out of self-indulgence — and give her the license to be at the centre of her own galaxy and take pleasure in doing so.”
The campaign’s tone is empowering but never preachy — it’s soft, elegant, and deeply personal. Every visual, every scene is designed to feel like a quiet act of liberation.
Anusheela Saha, Creative Head, DDB Tribal, adds, “The new Galaxy chocolate ads are about a moment of effortless and unapologetic self-indulgence — which we like calling the Take Pleasure moment. The act of choosing Galaxy is an act of self-love and liberation from the pressure to be constantly ‘on’ or ‘perfect’. A bite into a Galaxy isn’t about fitting in. It’s about letting your true, uninhibited self come out to play.”
Chocolate Meets Confidence
Mars Wrigley India’s rebranding of Galaxy comes at a time when the premium chocolate segment in India is rapidly expanding. Urban consumers are no longer satisfied with just sweetness — they seek quality, texture, and emotional connection. The new Galaxy speaks directly to that audience, especially women who see indulgence not as a guilty pleasure but as an expression of identity.
Every element of the relaunch — from the luxurious gold-and-copper packaging to the creamy, melt-in-mouth recipe — has been crafted to reflect the idea of confidence meeting comfort. It’s a design philosophy that says, “You deserve this.”
Anant Agarwal, Strategic Demand Manager, Mars Wrigley India, sums it up: “With this relaunch, Galaxy unveils a bold new avatar, where indulgence meets individuality. Every element has been thoughtfully crafted for those who take pleasure not just in their chocolate but in who they are, living every moment unapologetically.”
The Pleasure Revolution
There’s something quietly revolutionary about Galaxy’s new tone. It doesn’t shout. It whispers — softly but powerfully — that indulgence isn’t a luxury reserved for special occasions. It’s in the everyday, in the pause between two meetings, in the five minutes before bed, in the quiet confidence of being enough.
And in today’s fast-moving world, that message lands like a deep breath.
The all-new Galaxy range is now available across leading offline and online retail channels in India. Each bar invites you to slow down, unwrap, and experience what the brand calls a “melty outside and intense inside” moment — a metaphor for the modern Indian woman herself: calm on the surface, powerful within.
The Final Bite
In the end, the new Galaxy isn’t just about chocolate. It’s about a cultural shift — from guilt to grace, from perfection to pleasure, from doing it all to simply being.
As Mrunal Thakur smiles into the camera, a piece of chocolate melting between her fingers, you can almost hear the message beneath the music:
“You are the centre of your own galaxy. Take pleasure in it.”
