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Emami gets aggressive with brand Sona Chandi Chyawanprash

20-October-2005
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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.

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