Emami, the Kolkata-based personal and healthcare major, has roped in the original ‘He-Man’ of Bollywood, Dharmendra, as brand ambassador for its Sona Chandi Kesar Chyawanprash variant with dry fruits. The actor joins Sourav Ganguly, Sunny Deol and Shah Rukh Khan as brand ambassador for the health supplement.
Said Manish Goenka, Director, Emami, “We are happy to sign up Dharmendra as brand ambassador. There is great synergy between the brand’s personality and that of Dharamji’s. We are confident of the success of this relationship.”
Outlining the growth strategy for Sona Chandi, Goenka said, “In a short span of six years Sona Chandi has emerged as one of the leading players in the chyawanprash segment. Now, we plan to build on our competencies in making the brand larger and customising it for larger audiences. The launch of Sona Chandi Kesar Chyawanprash is a big step in that direction.”
Earlier, the company had hit a first with the introduction of Sona Chandi Amritprash, the summer variant of chyawanprash. Till then, all the available brands in chyawanprash were inherently winter products because of their composition. With its introduction, Emami was successful in making this category a year round one, which was earlier restricted from October to February.
The company has set a target to make Sona Chandi Chyawanprash a Rs 40 crore brand by the end of fiscal 2005-06.
Emami’s much acclaimed Real Gold Challenge continues for Sona Chandi Kesar Chyawanprash, wherein anybody who proves that the product does not contain real gold gets 1 kg gold from the company. Also on offer is a money back guarantee, wherein anybody who doesn’t like the product gets his money back, no questions asked.