Gold Flake
Gold Flake is a classic Indian cigarette brand that has been on the market for over a century. Gold Flake's sold in a multitude of varieties, including Gold Flake Kings (84 mm), Gold Flake Kings Lights (84mm), Gold Flake and Gold Flake Lights. This brand is owned, manufactured and marketed by ITC Limited. History. Gold Flake was produced by the Bristol company of W.D. & H.O. Wills, from 1901 part of Imperial Tobacco. "Gold flake" refers to cigarettes made using "bright rich golden tobacco". After 1912, the biggest change in the brand was in 1971 with the  introduction of Gold Flake Kings, followed up with the launch of Gold Flake Kings Lights in 1999. ITC In India. ITC launched the brand Gold Flake in India in the 1960s. The lifestyle of the upper class was what the customers aspired for. The initial ads targeted adult male SEC A category smokers. After the introduction of lights as a category, the brand introduced the positioning of Honeydew Smooth – giving the brand a recognizable differentiator, this positioning was backed by the dew drop symbol. With smoothness being the biggest claim the brand used symbols like the silk scarf, feather, paint  brush, violin, marble vase, hour glass, and shell as visuals to reiterate and associate back with smoothness. After this, the brand reinvented its image and positioning with a new campaign that moved away from the well-established Honeydew campaign. This was the "Go smooth" campaign. Marketing. Many poster advertisements have been made for Gold Flake cigarettes, especially in India. In the early 1900s, two characters by the names of "Mr Gold" and "Mr Flake" were introduced to promote the Gold Flake brand in the United Kingdom. The characters were used for about 30 years and were popular, but it did  not help the sales of the brand and Gold Flake was discontinued for a short period of time. Markets. Gold Flake is mainly sold in India. It was exported to Canada, Jamaica, Ireland, the United Kingdom, the Netherlands, Germany, Switzerland, Egypt, South Africa, the Palestinian territories, Nepal, Pakistan and Malaysia. Products. The brand has many variations, including Gold Flake Kings (84mm) and Gold Flake Kings Lights (84mm) 165 Rs for a 10-pack of Cigarette available at different prices, and is amongst the top 10 best brands in India. As of 2013, Gold Flake is targeting the young  adult smokers. It extended beyond the SEC A category to the SEC B as well. ITC has launched its smallest size which is of 64 mm and costs 110 Rupees for a 10-pack of cigarettes. Sponsorship. Gold Flake was the main sponsor of the Gold Flake Open tennis tournament from 1997 until 2001. It was an ATP tennis tournament held in Chennai, India. The tournament is now known as the Maharashtra Open. The tournament was held from April 6 to April 13.