Madhuri Dixit Nene is brand ambassador for Ram Bandhu

Ram Bandhu, the flagship brand of Empire Spices and Foods has appointed Bollywood actress Madhuri Dixit-Nene as their brand ambassador for their pickle and papad product range to promote its products across offline and online mediums. The partnership is expected to provide a revered face to the brand’s philosophy as the actor personifies the brand’s ethos of quality and innovations.

The latest campaign “Aapka Taste Partner” encapsulates the wide range of pickle and 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 campaign draws its inspiration from the fact that human beings are inherently social creatures and in general value relationships over other things in life. Hence the importance of one’s life partner in one’s life is substantial followed by the other different types of partners like one’s work partner, room partner, mischief partner, business partner, travel partner, gossip partner etc. The campaign is supported by a 360-degree approach, leveraging TV, digital and social media platforms and was conceptualised by Betel Leaf Communications

Hemant Rathi, chairman, ESFL, said, “Our presence is spreading across India and this endorsement will help our brand to connect better with the users in both 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 endorsing duties, Nene said, “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 papad were an experience in itself! I am excited to be a part of a campaign by such a loved brand like Ram Bandhu.”