Antoniomec at 21:10, 13 February 2026

2026-02-13T21:10:13Z

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{{short description|Indian cigarette brand}}
{{For|the American snack food brand|Golden Flake}}
{{Multiple issues|
{{Advert|date=April 2022}}
{{More citations needed|date=May 2007}}
}}
{{Use dmy dates|date=January 2023}}
{{Use Indian English|date=January 2023}}
{{Infobox brand
| name = Gold Flake
| logo =
| image = :Gold Flake Logo.png
| caption =
| type = Cigarette
| producedby = [[ITC (company)|ITC]]
| related = Gold Flake, Gold Flake Kings, Gold Flake Kings Lights, Gold Flake Neo
| discontinued =
| website =
| footnotes = Carcinogenicity: [[IARC group 1]]
}}

'''Gold Flake''' is an Indian [[cigarette]] brand that has been on the market for over a century.<ref>{{cite web|url= http://www.worldblaze.in/top-10-best-cigarette-brands-in-india/2/|title= Top 10 best brands in India with price|date= |work= World Blaze|access-date= 2017-04-10|archive-url= https://web.archive.org/web/20170410215544/http://www.worldblaze.in/top-10-best-cigarette-brands-in-india/2/|archive-date= 2017-04-10|url-status= dead}}</ref>

Gold Flake is sold in a multitude of varieties, including Gold Flake Kings (84mm), Gold Flake Kings Lights (84mm), Gold Flake and Gold Flake Lights. This brand is owned, manufactured and marketed by [[ITC Limited]].<ref>{{cite web|url= http://www.moneycontrol.com/company-facts/itc/history/ITC|title= Company History|date=|work= Money Control}}</ref>

==History==
Gold Flake was first produced by [[Stephen Mitchell & Son]] of Glasgow. From 1901, [[Bristol|Bristol's]] [[W.D. & H.O. Wills]], a subsidiary of [[Imperial Brands|Imperial Tobacco]], took over production. "Gold flake" refers to cigarettes made using ''bright rich golden tobacco''. After 1912, the biggest change came in 1971 with the introduction of Gold Flake Kings, followed up with the launch of Gold Flake Kings Lights in 1999.<ref>{{cite web|url= http://listcrux.co/top-10-best-cigarette-brands/|title= Top 10 Best Cigarette Brands|work= List Crux|access-date= 2017-04-10|archive-url= https://web.archive.org/web/20161019051855/http://listcrux.co/top-10-best-cigarette-brands/|archive-date= 2016-10-19|url-status= dead}}</ref>

Gold Flake enjoys a large market share in [[Pakistan]] where it is sold by [[British American Tobacco Pakistan]].{{citation needed|date=January 2023}}

==ITC In India==
{{Main|ITC Limited}}
ITC launched the brand Gold Flake in India in the 1960s.<ref>{{cite web|url= http://8ate.blogspot.in/2008/09/indian-cigarette-vintage-ads.html|title= Indian Cigarette Vintage Ads|date=|work= At The Edge}}</ref> Initial advertisements were targeted towards adult male SEC A category [[smoking|smokers]].

After the introduction of [[lights (cigarette type)|lights]] as a category, the brand introduced Honeydew Smooth – giving the brand a recognizable differentiator with a dew drop symbol. With smoothness being their biggest selling proposition, the brand used symbols like the silk scarf, feather, paint brush, violin, marble vase, hour glass, and shell as visuals to reiterate and associate themselves with smoothness.<ref>{{cite web|url= http://adage.com/article/news/dew-drop-pivotal-india-s-gold-flake-campaign/14004/|title= Dew Drop Pivotal to India's Goldflake campaign|date=25 June 2018|work= Adage}}</ref>

After this, the brand reinvented its image and positioning with a new [[Advertising campaign|campaign]] that moved away from the well-established Honeydew campaign. This was the ''Go Smooth'' campaign.

==Marketing==
[[File:Rond blik “Gold flake”, geel, objectnr 72860.JPG|thumb|Gold Flake cigarettes sold in a metal container between 1945 and 1955.]]
Many poster advertisements have been made for Gold Flake cigarettes, especially in India.<ref>{{cite web|url=http://www.alamy.com/stock-photo/gold-flake-cigarettes.html|title=Gold Flake Cigarettes Stock Photos & Gold Flake Cigarettes Stock Images|website=Alamy.com|accessdate=28 January 2018}}</ref><ref>{{cite web|url=http://heartranjan.com/my-gf/|title=My GF|date=26 July 2011|website=Jeartranjan.com|accessdate=28 January 2018}}</ref><ref>{{cite web|url=https://cuttingthechai.wordpress.com/2007/06/07/indian-cigarette-ads-from-1800s-to-2000s/|title=Indian Cigarette Ads from 1800s to 2000s|date=7 June 2007|website=Cuttingthechai.wordpress.com|accessdate=28 January 2018}}</ref>

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.<ref name="auto">{{cite book|url=https://books.google.com/books?id=jQz8AQAAQBAJ&q=gold+flake+cigarette&pg=PA391|title=W.D. & H.O. Wills and the development of the UK tobacco Industry: 1786-1965|first=B. W. E.|last=Alford|date=5 November 2013|publisher=Routledge|isbn=9781136584268|accessdate=28 January 2018|via=Google Books}}</ref><ref>{{cite web|url=http://www.gunnsgallery.co.uk/artists/89/651/adverts-tobacciana-smoking/gold-flake?r=artists/89/adverts-tobacciana-smoking|title=Gold Flake - Adverts Tobacciana & Smoking - Gunns Gallery|website=Gunns Gallery|accessdate=28 January 2018}}</ref><ref>{{cite web|url=http://www.alamy.com/stock-photo-1927-uk-magazine-gold-flake-cigarette-advert-167010415.html?pv=1&stamp=2&imageid=4CF12F00-41F5-4A17-8979-F8C6A88D10D5&p=219395&n=0&orientation=0&pn=1&searchtype=0&IsFromSearch=1&srch=foo=bar&st=0&pn=1&ps=100&sortby=2&resultview=sortbyPopular&npgs=0&qt=gold%2520flake%2520cigarettes&qt_raw=gold%2520flake%2520cigarettes&lic=3&mr=0&pr=0&ot=0&creative=&ag=0&hc=0&pc=&blackwhite=&cutout=&tbar=1&et=0x000000000000000000000&vp=0&loc=0&imgt=0&dtfr=&dtto=&size=0xFF&archive=1&groupid=&pseudoid=&a=&cdid=&cdsrt=&name=&qn=&apalib=0&apalic=&lightbox=&gname=&gtype=&xstx=0&simid=&saveQry=&editorial=1&nu=&t=&edoptin=&customgeoip=&cap=1&cbstore=1&vd=0&lb=&fi=2&edrf=|title=Stock Photo - 1927 UK Magazine Gold Flake Cigarette Advert|website=Alamy.com|accessdate=28 January 2018}}</ref>

==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]].<ref name="cigarettespedia.com">{{cite web|url=http://www.cigarettespedia.com/index.php/BrandGold_Flake|title=BrandGold Flake - Cigarettes Pedia|website=Cigarettespedia.com|accessdate=28 January 2018}}</ref><ref name="zigsam.at">{{cite web|url=http://www.zigsam.at/B_GoldFlake.htm|title=Gold Flake|website=Zigsam.at|accessdate=28 January 2018}}</ref><ref>{{cite web|url=http://www.cigarety.by/brand.php?n=10&l=6&w=GOLD+FLAKE&p=0|title=Brands|website=Cigarety.by|accessdate=28 January 2018}}</ref>

==Products==
The brand has many variations, including Gold Flake Kings (84mm) and Gold Flake Kings Lights (84mm). A 10-pack of Gold Flake quad-core cigarettes costs Rs. 95.<ref>{{cite web|url= http://profit.ndtv.com/news/corporates/article-itc-launches-new-cigarette-variant-667607|title= ITC Launches New Cigarette Variant|date= 18 September 2014|work= NDTV Profit}}</ref> Various other variants are available at different prices, and Gold Flake is amongst the top 10 best brands in India.<ref>{{cite web|url= http://www.worldblaze.in/top-10-best-cigarette-brands-in-india/2/|title= Top 10 best brands in India with price|date= |work= World Blaze|access-date= 2017-04-10|archive-url= https://web.archive.org/web/20170410215544/http://www.worldblaze.in/top-10-best-cigarette-brands-in-india/2/|archive-date= 2017-04-10|url-status= dead}}</ref>

As of 2013, Gold Flake has been targeting 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 60 [[Rupee]]s for a 10-pack of cigarettes.<ref>{{Cite web|url=https://www.businesstoday.in/current/corporate/gst-impact-on-cigarettes-wills-classic-gold-flake-navy-cut-prices-to-increase-after-new-cess/story/257063.html|title = GST impact on cigarettes: Wills Classic, Gold Flake, Navy Cut prices to increase after hike in cess| date=25 July 2017 }}</ref><ref>{{cite web|url= http://profit.ndtv.com/news/corporates/article-itc-launches-new-cigarette-variant-667607|title= ITC Launches New Cigarette Variant|date=|work= NDTV Profit}}</ref>

==Sponsorship==
Gold Flake was the main sponsor of the [[Gold Flake Open]] tennis tournament from 1997 until 2001. It was an [[Association of Tennis Professionals|ATP]] tennis tournament held in [[Chennai]], India.<ref>[http://www.thehindu.com/2001/01/01/stories/07011028.htm] {{dead link|date=January 2018}}</ref><ref>{{Cite web |url=https://www.nytimes.com/1999/04/10/sports/plus-tennis-gold-flake-open-moya-concedes-loses-shot-at-no-1.html |title=PLUS: TENNIS -- GOLD FLAKE OPEN; Moya Concedes; Loses Shot at No. 1 - the New York Times |website=[[The New York Times]] |access-date=2018-01-30 |archive-url=https://web.archive.org/web/20180128190640/http://www.nytimes.com/1999/04/10/sports/plus-tennis-gold-flake-open-moya-concedes-loses-shot-at-no-1.html |archive-date=2018-01-28 |url-status=dead }}</ref> The tournament is now known as the [[Maharashtra Open]]. The tournament was held from 6 April to 13 April.{{year missing|date=January 2023}}{{citation needed|date=January 2023}}

==References==
{{Reflist}}

{{ITC}}
{{Imperial Tobacco}}

[[Category:Indian cigarette brands]]
[[Category:Imperial Brands brands]]
[[Category:Companies based in Kolkata]]
[[Category:Products introduced in 1901]]
[[Category:ITC Limited]]

Gold Flake - Revision history

Antoniomec at 21:10, 13 February 2026