Kolkata-based Emami Group has expanded its product offering with a new talcum powder variant, Navratna Active Deo. The new offering joins other products in the Navratna range. Emami has unveiled a new TV campaign for Active Deo with the proposition ‘Garmi Alvida’.
The TVC has been conceptualised by Mudra Communications, Delhi, and is directed by Marlon Rodrigues. The Big Picture Company, Mumbai is the production house.
The campaign is targeted at people who are always on the move or ‘active’ people. The film revolves around the cool feeling and freshness brought about by using Navratna Cool Talc. Different uses of ice have been shown to emphasise on the cooling effect that the talcum powder promises.
Navratna Cool Talc is an extension of the Navratna brand. Launched in 2006, Navratna Cool Talc is positioned as ‘Duniya ka sabse chhota AC’. The brand is endorsed by Shah Rukh Khan.