MUMBAI: Yakult Danone India, an equal joint venture between Yakult Honsha and Groupe Danone, has named Bollywood celebrity Shilpa Shetty Kundra as its new brand ambassador.
The company made the announcement in New Delhi today, while sharing its concerted plans to spread the health benefits of Probiotics and Yakult among Indian consumers.
Minoru Shimada, MD, Yakult Danone India, said: “India with a population of more than 1.2 billion ranks very high in our list of priorities.”
Speaking on association with Kundra, he added, “We are proud to have Shilpa Shetty as our brand ambassador as she is synonymous with good health, fitness and an active lifestyle. Having carved a niche for herself in the health and fitness space, Shilpa is completely in sync with “Shirota-ism” our core ideology which focuses on the idea of ‘prevention being better than cure’ and ‘a healthy intestine leads to a long life’.”
Shimada said, “I am confident that this association will go a long way in making our brand more visible, vibrant and powerful. With Shilpa’s engagement, we are reaching out to consumers through a new television commercial and a host of new promotional activities which will help us to disseminate the health benefits of Yakult.”
Kundra said, “I am very careful about my association with brands and therefore it was important for me to visit the Yakult factory to learn more... Totally convinced, I make sure now that my entire family and me have Yakult every day. I feel very proud to be associated with Yakult as their brand ambassador and want more people understand its benefits.”
With growing consumer interest in holistic health, the concept of functional foods that provide a health benefit besides basic nutrition is becoming increasingly important.
Launched in Japan in 1935, Yakult is now being consumed by more than 35 million people in 33 countries and regions across the world.
In India, Yakult is being manufactured in a production facility in Sonepat, Haryana.
While Yakult is a strong brand in Japan, China and Indonesia, India is a challenging market for the company because of limited awareness about the benefits of probiotics.