The Emami Group has unveiled a new campaign for its Himani Fast Relief brand, which the Group claims is its costliest till date for any of its brands. Emami has spent over Rs 1.80 crore on the TVC alone.
The campaign carries the message of how motion of life has moulded man to machine. It shows how modern man has become a slave to the daily chores of life. As time comes at a premium in today’s world, people hardly find te time to pause for a moment, even if one suffers from pain. Hence, one requires an instant pain relief solution to keep them running, which only Himani Fast Relief can provide.
Aditya V Agarwal, Director, Emami Group of Companies, explained, “To maintain the pace and move ahead, physical pain, too, needs to be conquered. Consumers will be able to connect with the lifestyle that we have shown in the TVC and acknowledge the need for the fastest solution to get relief. Hence, by increasing the mindshare through this new commercial, we will be able to influence the buying pattern in this need-based category.”
The 60-second TVC has been conceptualised and created by Ram Madhwani of Equinox and done under the aegis of Mumbai-based Ambience Publicis. The TVC is scheduled to go on air in the first week of August.
There is an additional budget for the brand’s communication for print, blogs and electronic media over and above the amount spent for the TVC.
The company claims that Himani Fast Relief has grown significantly during the last couple of years against a category growth of 5 per cent. Incidentally, the brand is the pioneer a low cost pack in the pain management segment.
Manish Goenka, Director, Emami Group of Companies, said, “We have an aggressive advertising and marketing plan to make Himani Fast Relief a Rs 50-crore brand in the coming few years. We plan to spend Rs 12 crore on marketing initiatives for the brand in the FY09. It will be a 360-degree communication campaign involving all mediums – print, television, radio, outdoor, Internet and blogs.”
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