Emami Ltd, the personal and healthcare products company in the Rs 700-crore Emami Group folds, on Tuesday rolled out the first national advertising campaign featuring mega star Amitabh Bachchan for its Navratna Cool Oil.Bollywood star Govinda and cricketer Sourav Ganguly have already featured in earlier ad campaignsof the Rs 100-crore brand.
Launching the ad film made by Prahlad Kakkar and conceptualised by Publicis in coordination with the brand team of Emami led by ad guru Alyque Padamsee, here on Tuesday, Mr Harsha V. Agarwal, Director, Emami Group, said the campaign would hit TV screens from the second week of this month. The brand quality of aggression is being sought to be conveyed through the persona of Bachchan.
Addressing newspersons here, he said the ad spend on Navratna Oil, among the frontline brands of the company along with Boroplus, was Rs 20 crore. He put the proposed total ad spend of the company on FMCG products for the current year at Rs 60 crore. The brand, now growing at 15 per cent, is said to have changed the dynamics of cool oil market segment.
Mr Agarwal said the brand pull of Bachchan was phenomenal, and the match between Navratna cool oil, the market leader in its category in India, and the mega movie star with a universal appeal was a perfect marriage. "Big B has been enormously successful, and has always been known for his cool and calm personality and this synchronises perfectly with the brand promise of Navratna Cool Oil." Geographical spread and brand loyalty are being perceived as the two manor strengths of the product, and the Bachchan film is expected to expand the terrain, and bring in the new customers from among his countless admirers both in India and overseas.
The product is already being exported to West Asia and Bangladesh, and a major test marketing drive is being planned for Dubai, where market surveys have proved highly favourable for an early launch. Mr Agarwal said the product has now emerged as a perfect cure for sleeplessness and headaches among all age groups.
Mr Aditya Agarwal, Director, said Navratna Oil was formulated by Rabindra Puraskar winner, Late Kabiraj Shivakali Bhattacharya, and its "USP is that it keeps the head light and cool, helps provide sound sleep, tones up muscles and removes tiredness and tension." He said the success of the product could easily be gauged from the fact that sales have jumped from a mere Rs 20 crore five years ago to Rs 100 crore today. This product, along with Boroplus (also Rs 100-crore sales) accounts for a large chunk of the Rs 350 crore FMCG business of Emami Ltd.
The company has targeted an FMCG business of Rs 500 crore for 2003-04.
On the expected overall financial performance for 2003-04, he said the group's turnover was expected to touch nearly Rs 900 crore during 2003-04, up from the Rs 700 crore in 2002-03.