Top Story

e4m_logo.png

Home >> Industry Briefing >> Article

Emami's Fair and Handsome associates with 'Kabali' as brand partner

19-July-2016
Font Size   16
Share
Emami's Fair and Handsome associates with 'Kabali' as brand partner

Fair and Handsome, Fairness cream for men by Emami Ltd, has associated with the film Kabali starring South Indian Mega Star Rajinikanth, as a Brand Partner.

Kabali is the story of a don played by Rajinikanth. The character is equated with fire capturing his toughness through the word ‘Neruppu da’ (Fire). ‘Fire’ has hence taken a strong new meaning and is a catch phrase among movie lovers and fans now with Kabali. Fair And Handsome, the Brand made specifically for men’s fire-like tough skin, has a strong creative synergy in this association, and has built on this theme, positioning itself as, ‘Fair and Handsome – Created for the Men of Fire’. The campaign has been designed by McCann.

Speaking on the association, Mohan Goenka, Director, Emami Ltd said, “We pioneered the men’s fairness cream category for the Indian market in 2005.  It is targeted towards young men, who are in the process of transition both personally and professionally and are ready to step out and face the world boldly like Fire. This is akin to Rajinikanth, the biggest superstar, who moves with uber toughness and confidence in the film Kabali. For Fair and Handsome, a leader and pioneer, associating with Super Star Rajinikanth, a leader and pioneer, is a natural fit. Kabali is the most anticipated movie of the year. Through this association we aspire to capture the cultural relevance of the Southern markets to reinforce and strengthen the brand’s strong foundation in the region and reinforce it as a leading brand with the core values of toughness, aspiration and stature.”

Fair and Handsome Fairness Cream’s association with Kabali would be supported by a 360 degree integrated co-branded communication through an assorted mix of television, print and digital channels, along with Retail and special E-commerce campaigns. To further increase the brand’s engagement with the audience, a new #BeTheFire contest has been launched, where 50 winners get an exclusive chance to attend Kabali’s success meet. Consumers just need to buy any Fair and Handsome pack, click a selfie with it and post it on their own Facebook page or Twitter handle with the tag #BeTheFire.  50 lucky winners would be entitled to exclusive passes for Kabali’s Success Party.

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.

The live telecast of the match between India and Sri Lanka on Star Sports 1 Hindi, topped the Top 5 Programs with 3 million impressions