Top Story


Home >> Advertising >> Article

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

Font Size   16
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.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking