Top Story


Home >> Marketing >> Article

Emami gets aggressive with brand Sona Chandi Chyawanprash

Font Size   16
Emami gets aggressive with brand Sona Chandi Chyawanprash

Kolkata-based cosmetics and personal care products company, Emami, has announced major plans for its natural health tonic brand, Sona Chandi Chyawanprash.

The company on October 19 announced the launch of its advertising campaign featuring Bollywood actor Shah Rukh Khan for Sona Chandi Chyawanprash. The ad will feature Khan in a double role – one, physically strong, and the other, mentally agile. The two then merge to form a perfect combination of 'Surakshit Tan, Tez Dimaag'.

Said Aditya V Agarwal, Director, Emami, "The new ad campaign truly communicates the rejuvenating properties of Sona Chandi Chyawanprash. A healthy body and a stable mind are two very important attributes for being successful in life. Shah Rukh Khan perfectly fits into this definition .His personality and the brand promise of Sona Chandi synchronises well with each other."

Elaborating on the reason for choosing Khan, Indrani Sen,Vice-President, Brand Planning and Communications, Emami, said, "By choosing youth icon Shah Rukh Khan, we are trying to target the younger generation and break across the age barrier."

The campaign will include print, TVC, radio, outdoor and ground level activities like school and rural promotions to generate trials. The TVC has been directed by Prahlad Kakkar, while the creative has been done by Ambience Publicis.

The company has set aside a budget of Rs 8 crore for this ad campaign, which is expected to break shortly. Apart from money back guarantee offers, as a confidence building exercise, the company has introduced an interesting challenge, wherein anybody who proves that Sona Chandi Chyawanprash does not contain real gold, will get 1 kg gold from the company.

The brand Sona Chandi was launched in November 1999. According to ORG figures, the brand is currently growing at 8 per cent, despite a category degrowth of 7 per cent. Setting up new production facility at Himachal Pradesh, increase of distribution network through direct marketing, and introduction of new variants customised for larger audiences are some of the plans that the company has for the brand.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

Azhar Iqubal, co-founder of Inshorts, expresses his views on how shorter form of content is preferred more over the in-depth stories and has also focused on how mobile has become the effective medium to target consumers

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow

While domestic and international brands are competing for a bigger pie of the growing digital content market, Reliance Jio with its Jio Studios has added a new dimension to this competition.

At the Ad Club Knowledge series event in association with Hindustan Times presented an interactive session with Chandramouli Venkatesan, CEO (special projects) - ‎Pidilite Industries Limited, on his b...