Emami has launched a bigger summer campaign this year with a stronger budget and higher sales target than before.
“This season we are targeting sales of about Rs 300 crore, marking growth of around 30 per cent over the last summer,” Aditya V Agarwal, director of Emami Ltd, said indicating that Emami would invest Rs 60-70 crore on advertising and brand promotions for six summer months. This would represent roughly 20 per cent growth in the budget over the last summer. The campaign would largely be centred around its power brands – Navratna Oil and Boroplus.
Brand extension exercise
The introduction of two new hair oils as an extension of the Navratna brand — Navratna Oil Lite, non-sticky hair oil with mild fragrance, and Navratna Extra Thanda Oil, a stronger variant, he said, created a new hair oil range reinforcing existing regular product Navratna Oil aimed to provide “cooling effect” in summer.
The brand extension exercise was being undertaken for talcum segment of Navratna with the launch of a new talcum powder called Navratna Cool Talc: 24-hr Fresh. New SKUs of 20 gm and 300 gm for Navratna Cool Talc Active Deo were also being launched.
The summer campaign would also take on board the Boroplus range — Boroplus Ice Pricky Heat Powder with three variants cool, lavender and sandalwood, and French herbal. Emami, as it was pointed out, was also looking at strengthening its foothold in the OTC segment nationally with brands such as Lalima and Sardi Ja.
A new TV commercial of Navratna Cool Talc would go on air nationally featuring Bollywood actor Shahrukh Khan. Superstar Amitabh Bachchan has appeared and sung for another new commercial for Navratna Oil.
Boroplus range would carry on their campaigns with actor Kareena Kapoor.
Source: Business Line