Aims to be a differentiator by urging men to ‘Be Interesting’ with its 6 exciting variants in a cluttered market driven by sex appeal. Emami Ltd, the Rs1,821 crore FMCG major in Indiahas ventured into the competitive deodorant turf with the launch of its “HE” Deodorant. Bollywood Superstar Hrithik Roshan has been roped in as brand ambassador for his charismatic macho appeal across urban and semi-urban demographies as a celluloid ‘superhero’ which complements the brand’s promise—‘Be Interesting’.
The pan-India rollout of the product is currently under way. The product will be available across all markets focusing on 23 top cities including metros and mini metros, tier I and tier II cities in the North , West and East markets of the country in the initial phase. The brand will be introduced in Hyderabad and Bangalore markets in the 2nd phase.