Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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5Star

The 5Star chocolate brand was launched during the early 1970s. The offering is a unique blend of chocolate and caramel with other ingredients. The brand was probably one of the first Indian brands to create a positive attitude among the youth. Those were the days when there were not too many lifestyle brands across categories in the Indian market. The chocolate category was perhaps the most unlikely of categories for a brand to get into the lifestyle habit of consumers. This is perhaps the reason why there was a very strong attitude created with respect to the brand, and the positive attitude created still holds the brand in good stead. 5star today dominates the segment of chocolates called countlines (Mondelez India, 2017; Mota, 2016). ...