Salman Khan Teams with GRM for Wheat Flour Campaign

GRM Overseas Limited has launched a new marketing campaign for its 10X Classic Chakki Fresh Atta, featuring Bollywood actor Salman Khan as the brand ambassador. The campaign, titled “Better Half Ki Better Choice”, emphasizes the product’s quality, hygiene, and nutrition, positioning it as the preferred choice for households. With the tagline “10 Ka Dum”, the campaign aims to promote branded packaged wheat flour over traditional unpackaged options.

Key Highlights of the Campaign

1. Brand Ambassador & Campaign Theme

• Salman Khan has been roped in as the brand ambassador.
• The campaign is titled “Better Half Ki Better Choice”.
• The tagline “10 Ka Dum” reinforces the product’s strength and quality.

2. Marketing Strategy

• The campaign will be aired on leading Hindi news channels.
• Supported by print media, digital platforms, outdoor advertising, and cinema promotions.
• Aims to shift consumer behavior towards branded packaged wheat flour.

3. GRM Overseas Limited – Company Overview

• Founded in 1974 as a rice processing and trading house.
• Now a consumer staples company with three rice processing units in Haryana and Gujarat.
• Among India’s top five rice exporters, exporting to 42 countries.

4. Growth Prospects of Packaged Wheat Flour Market

• GRM cited industry reports predicting,
• India’s packaged wheat flour market to grow at 16% CAGR.
• Expected to reach $197 billion by 2030.
• The campaign aligns with this growth trend, leveraging Salman Khan’s mass appeal.

5. Impact on GRM’s Stock Market Performance

• GRM Overseas Limited’s share price on NSE:
• Closed at ₹258.19, up by ₹8.85 or 3.55%.
• The stock saw a positive market response post-campaign announcement.

6. Strategic Business Goals

• Enhance brand visibility through celebrity endorsement.
• Expand market share in India’s fast-growing packaged flour segment.
• Differentiate 10X Classic Chakki Fresh Atta as a superior alternative.