Wipro Consumer Care and Lighting (WCCLG), the fast moving consumer goods and lighting division of Wipro, has re-launched Aramusk. The company has roped in film star Shahid Kapoor as the brand ambassador for the same.
Aramusk is one of the oldest male soap brands in the country and was acquired by WCCLG from Mumbai-based VVF in June 2011. Wipro has expanded the brand portfolio from only soap to newer categories and now has Aramusk offerings in talc, deo, shave foam, shave cream, etc.
“Aramusk is a strategic fit into our personal care portfolio. The re-launch of Aramusk will significantly enhance our presence in male grooming. Aramusk has a lot of latent equity in the market and we intend to tap it. Over the years we have carefully chosen celebrities to endorse our brands and it has worked well for us. Shahid is a leading star in India and fits the brand personality,” said Anil Chugh, Senior Vice President, Wipro Consumer Care and Lighting.
On his association with Aramusk, Shahid Kapoor said, “It gives me great pleasure to be associated with Aramusk. I believe brand endorsements are partnerships which go beyond what one sees on TV and print. Aramusk is an iconic men’s brand which is being re-launched with a wide range of high quality grooming products. It is indeed exciting to partner with Aramusk as it enters the market with a new focus and fantastic products. I look forward to making our association a mutually excellent one.”
Leading personal care brands in WCCLG’s portfolio include Santoor, Yardley, Chandrika, Enchanteur and Romano, among others.