Dew drop is pivotal to India's Gold Flake campaign

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MUMBAI--For the first time since its launch in 1915, India's Gold Flake cigarette is featuring its honeydew drop icon in an ad campaign through Bates Clarion. "Over the years, Gold Flake has been strongly associated with premium international quality and a distinctive smooth taste. The new campaign used the dewdrop as an icon that brings the brand's core values of smoothness to the fore," said K. Dasaratharaman, general manager-brands, ITC. The first ad features the Gold Flake roundel with the dewdrop. The other two ads depict the cigarette pack as seen through the dewdrop and the roundel as seen though the honey dewdrop.

Copyright August 1999, Crain Communications Inc.

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