Kolkata-based personal and healthcare company The Emami Group has recently launched a new TVC for its hair oil brand Himani Navratna Oil. In the TVC, the emphasis is now being given to the new rejuvenating attributes of the hair oil, which promises to take care of stress symptoms such as insomnia, fatigue and tension.
The product was launched in the early ’90s and since then, it has been endorsed by several film personalities like Govinda, Shah Rukh Khan and now Amitabh Bachchan, on a national platform. Various regional film stars too were roped in for regional markets -- Chiranjeevi in Andhra Pradesh, Surya in Tamil Nadu, and Upendra in Karnataka. Cricketer Sourav Ganguly too endorses the brand.
The new TVC, which is already on air, shows Bachchan donning a new role, that of a personal assistant. He welcomes his new boss and subsequently puts forward the flipsides or consequences of the boss’ added responsibilities. He then goes on to emphasise on the benefits of using Navratna Hair Oil and assures that its usage will provide a stress free life.
The target audience is SEC B, C and D, predominantly males in the age group of 25 to 45. Acclaimed film director Rajkumar Hirani has directed the film, and the TVC has been conceptualised by Ambience Publicis. The press ads, which will break shortly, will be extensions of the TVC.