Global Icon Deepika Padukone's latest venture has herself featuring in Epigamia Greek Yogurt commercial as an extension of her strategic investment in Drum Foods International Pvt. Ltd, the maker of flavoured yogurt brand Epigamia, as part of a partnership that will also see her endorse the brand. The investment has been made through KA Enterprises Llp, Padukone's strategic initiative arm.
Epigamia is India's leading start-up in the branded fresh FMCG space and has become popular across a wide consumer demographic owing to its unique and contemporary product offering. Ever since it launched India's first branded Greek Yogurt, Epigamia has rapidly gained traction with Indian consumer becoming the snack of choice for India's health-conscious millennials. In the past year, the company has expanded its product portfolio to include Artisanal Curd, India's first lactose-free curd; EpigamiaMishtiDoi, a contemporary take on the traditional Bengali dessert; and Greek Yogurt Smoothies, a high protein drinkable yogurt.
With the partnership that the brand has decided to share with India's biggest female superstar, it is looking to expand its distribution to smaller sectors. on the basis of their association with Padukone, they are now looking forward to elevating the brand to the next dimension. According to a celebrity brand valuation report, as of 2018, Padukone who endorses over 20 brands has had a brand value of $102.5 million, making her one of the most powerful icons not just nationally but internationally too.
Deepika Padukone who has also been listed in Forbes India Celebrity 100 list, is the only Bollywood actress to rank in the top five of the list. Owing to her worldwide reach and mammoth star power, Epigamia is already looking at a successful expansion of the brand.
Over the next two years, the company plans to ramp up distribution to 50,000 outlets across more than 25 cities. Padukone's involvement will accelerate the pace and the new video is already garnering all the views from the audience from all across.