Kolkata-based personal and healthcare major Emami Group of Companies has signed on Shah Rukh Khan as its brand ambassador for the fairness cream for men, Emami Fair and Handsome.
The contract period with Khan is for the next two years, starting from 2007. The new TVC with Khan has been conceptualised by Situations Advertising and Bhargav Krishnan of Eighty One. Situations Advertising also handles the print campaign for Emami Fair and Handsome. The TVC has been directed by Shirish Kunder and produced by Red Chilli.
Said Mohan Goenka, Director, Emami Group of Companies, “We are elated to have India’s superstar Shah Rukh Khan onboard. We have a long association with Khan as he also endorses some of our other brands such as Himani Navratna Oil and Himani Sona Chandi Chyawanprash. Emami Fair and Handsome has been a star brand in the Emami portfolio and hence we thought of associating SRK’s brand image with Emami Fair and Handsome. This is all the more crucial as this brand is a category leader and SRK was the only name that came to our mind when we thought of selecting our brand ambassador.”
The fairness cream was launched by Emami in 2005 and was probably the first of its kind in this segment. Emami has developed Fair and Handsome in collaboration with Activor Corp. USA, along with dermatologists from India.The breakthrough ‘five power fairness system’ promises to make skin fair in four weeks.
The Indian fascination for fairer complexion down the ages is certainly a good opportunity for marketers. The estimated fairness cream market size is around Rs 300 crore according to a survey done by Emami, indicating that 30 to 35 per cent of users of fairness creams are men. The sales of Fair and Handsome in its first year had touched around Rs 50 crore.