Bollywood megastar and youth icon Shah Rukh Khan is the latest addition to the list of celebrity brand ambassadors for the Emami Group. With SRK, the Group intends to get aggressive in the youth category.
Elaborating on his association with Emami, Khan said, “Emami respects its young consumers and plans to build young brand advocates. I have a lot of young fans and I love them. I feel there will be great synergy to this association between Emami and me.”
Though the company didn’t disclose which product line Khan would endorse, it is learnt that the actor will feature in a TVC and print campaign for Emami, which is expected to break in a month’s time.
The company felt that brand advocacy was the best form of advertising and when this was propagated by a celebrity youth icon, it would have more credibility for the specific target audience.
Elaborating on the reason for choosing Khan as the brand ambassador, Aditya V Agarwal, Director, Emami, said, “By associating with a youth icon like Shah Rukh Khan we are seeking to further strengthen our relationship with today’s youth.”
Originally a cosmetic and personal care products company, the Emami Group today is a well diversified corporation with interests in retail, writing instruments, paper mills and health-care products. Thus, alongside their well known brands like Boroplus, Himani Fast Relief, Navratan Hair Oil, and Madhuri range of beauty products, the group is also associated with AMRI Hospital, Landmark Bookstore, and Frank Ross chain of drugstores.
The Group plans to come out with OTC herbal medicines, which would include cough and cold range, laxatives, memory boosters and digestives.
A significant money spender in Kolkata, particularly on television, the Group has a glittering array of celebrity brand ambassadors like Amitabh Bachchan, Sourav Ganguly, Virendra Sehwag, Sunny Deol, Dharmendra, Govinda, and Madhuri Dixit for its various brands.