FMCG major Emami Limited has roped in athlete Padma Shri Milkha Singh to endorse ‘Zandu Kesari Jivan’, a premium health supplement product from the house of Zandu Ayurveda, one of the leading manufacturers of ayurvedic medicines in India, owned by Emami. The event also marks the first ever association of the “Flying Sikh” with a health brand that has been endorsed by many sportstars and bollywood celebrities.
Speaking on the association, Harsha V. Agarwal, Director, Emami Limited, said: “We are honoured to have the great Milkha Singh as the brand ambassador for Zandu Kesari Jivan, one of our premium Zandu OTC products. Our brand which promotes good health, youthful vigour and energy found a perfect fit in Milkha Singh, who even at the age of 84 is a symbol of youthfulness and vigour.”
Milkha Singh stated: “Through my association with Zandu Kesari Jivan, I urge all people, young and old, to pay attention to their health and fitness. A healthy mind, body and spirit is a key to a youthful life.”
Positioned as a ‘saffron enriched revitaliser’ that promotes health, vigour and energy and priced at Rs 370 for 450g and Rs 660 for 900g, the product is available across stores in India. Notably, Chyawanprash is a growing health supplement category in India of worth Rs 400 crore spurred by the growing interest in Ayurveda and ancient sciences.
Emami Ltd, the flagship company of the Rs 6,000 crore Emami Group was founded in 1974. It claims to be one of India’s leading FMCG companies engaged in manufacturing and marketing of personal care and healthcare products. With 250 diverse products, the company’s brand portfolio includes Zandu, BoroPlus, Navratna, Fair & Handsome, Mentho Plus, Fast Relief, and SonaChandi Chyawanprash. The products are available in over 40 lakh retail outlets across India through its network of 3,000 distributors. Besides, Emami’s global footprint spans across 60 countries including GCC, Europe, Africa, CIS countries, and the SAARC.