Emami has earmarked a marketing budget of Rs 20 crore for Zandu Balm for the current fiscal and has roped in Genesis as its agency. Well-known ad man Prahlad Kakkar is the director of the ad film, while Adi Pocha is the script-writer. The TV campaign is slated to commence from June 2010.
Emami, which is trying to tap the younger generation, has signed on cricketers Virender Sehwag, Amit Mishra and Dinesh Karthik as brand ambassadors to promote Zandu Balm brand. The contract with the cricketers is for a period of two years. The idea behind roping in the cricketers is to make Zandu Balm more mass based.
Speaking on Emami’s partnership with the cricketers, Mohan Goenka, Director, Emami Group, said, “The size of the pain relieving market in India is estimated to be about Rs 1,500 crore and Zandu Balm holds the pole position in this category. We intend to popularise the Zandu Balm brand among the Indian youth and make it a symbol of best reliever of pain and strain that gets inflicted on the body. Our objective is to make the brand more acceptable to the young generation of India, hence the association with Virender Sehwag, Amit Mishra and Dinesh Karthik.”
Goenka further said, “Since the ambassadors are not only youth icons but also depict fitness, they perfectly fit in the requirement of the brand. Moreover, cricket in India has the maximum fan following as compared to any other form of sports.”
On the thought process behind the new campaign, Goenka said, “Our objective is to make Zandu Balm more acceptable to the young generation of India. So, we feel that the association with Virender Sehwag, Amit Mishra and Dinesh Karthik will not only give a facelift to the brand but also provide it an exclusive platform not just to reach millions of cricket fans in India, in particular, but also to the country’s young populace. The campaign is still in the process of being prepared.”
On adopting other mediums to promote the product, Goenka said, “Along with the television commercial that will be aired across all popular channels, we will also do various ATL activities and press advertisements.”
Emami is confident that this marketing exercise will not only give a great boost to sales but will also go a long way in ensuring the growth and expansion of the brand.