The Rs 600-crore cosmetics and ayurvedic products major Emami Group plans to roll out a new ad of Sona Chandi Chyawanprash featuring Sunny Deol by mid-October. A new ad of Boroplus is also slated to hit media by the first week of November. Director Aditya V Agarwal says both these brands will be aggressively promoted through 360-degree advertising strategy.
Agarwal disclosed that a Rs 10-crore budget has been allocated for the promotion of Sona Chandi Chyawanprash this fiscal. Besides this, various promotional schemes like one-plus-one free offer and contests, etc., will be released from time to time.
The Emami group account is being handled by Ambience Publicis and a budget of Rs 50-60 crore has been allocated for advertising the 22 products in the company’s stable, Agarwal said.
On the company’s advertising strategy for brand building and promotion, Agarwal said top film and cricket stars like Amitabh Bachchan, Sourav Ganguly, Madhuri Dixit and others have been brand ambassadors of products like Sona Chandi Chyawanprash, and beauty products like fairness creams and shampoos, Navratna hair oil. “The association of these personalities with the brand helps in touching base with a large number of consumers. The induction of filmstar Sunny Deol is in line with this policy,” he said.
Emami has been tapping the rural markets through regular participation in melas and haats. A separate marketing team has been formed to capture the rural market, Agarwal said.
While a 360-degree approach has been adopted for advertising, the company also relies heavily on below-the-line activities. The distribution of products is also done keeping the specific markets in mind. Citing an example of region-specific distribution, Agarwal said, “The menthol balm and fairness creams are promoted aggressively in the South whereas products like Boroplus and Chyawanprash are targeted more in the northern states. The strength of distributors has also been increased to 3,000 keeping the market demand in mind.”
With an aggressive marketing and advertising strategy in place, Emami is targeting a turnover of Rs 750 crore this fiscal, Agarwal informed.