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Emami earmarks Rs 70-cr ad budget; eyes Rs 300 cr sales

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Emami earmarks Rs 70-cr ad budget; eyes Rs 300 cr sales

Emami, the Rs 700-crore FMCG major, is targeting Rs 300 crore sales from its summer care brands. Emami, which owns brands such as Boroplus and Navratna, has declared a 25 per cent growth in FY09.

Aditya V Agarwal, Director, Emami Group of Companies, said, “In this season, we are targeting sales of about Rs 300 crore, ensuring a 30 per cent growth, as compared to the same period last fiscal. Our brands like Navratna Oil, Boroplus Triple Action Light Moisturising Lotion, Navratna Cool Talc, Boroplus Prickly Heat Powder and Sona Chandi Amritprash have achieved consistent growth in the past. We also aim to strengthen our position by introducing new products and by attaining significant market share.”

Agarwal added, “Emami will invest Rs 60-70 crore on advertising and promotions for its brands. Apart from direct marketing through door to door and in-shop promotions, other below the line activities will also take place in key outlets, colleges, train compartments and rural markets, supported with massive campaigns in district level newspapers as well as in the electronic media.”

This year, Emami has introduced a bouquet of new products and the company plans a series of TVCs to promote the summer brands. A new TVC for Navratna Cool Talc will go on air soon nationally, featuring Shah Rukh Khan. Navratna Oil’s new TVC will feature Amitabh Bachchan, while the Boroplus range will carry on their campaigns with Kareena Kapoor.


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