Emami is keeping its faith in its brand ambassadors. Telugu filmstar Chiranjeevi joins the long list of star endorsers for Emami, which includes Amitabh Bachchan, Sourav Ganguly, Sunny Deol, Govinda and Madhuri Dixit. As part of the deal, Chiranjeevi will feature in Navratna Oil commercials, which will hit the media within a month’s time.
On the association, Chiranjeevi said, “As a completely home-grown company, Emami’s track record is fantastic.” Commenting on the success of the company, he added, “Its products are winning accolades not only here but internationally as well. It goes to show the trust, confidence and respect the Emami name commands today. So, there will be great synergy to this association between Emami and myself, which I am sure will be a long and fruitful one.”
Navratna Oil that the megastar will endorse, today enjoys a leadership position as a traditional cool oil, a cure for sleeplessness and headaches. The Rs 100 crore plus brand is currently growing at 11 per cent annually.
Said Harsha V Agarwal, Director, Emami, “For being successful in life, one needs to be stress free, cool and calm. Chiranjeevi has been extremely successful, and inspite of his action hero image, has always been known for his cool and calm personality. This personality and the brand promise of Navratna synchronises well with each other.”
The company said in its release “Aggression is the keyword for the brand in the coming years”. If Chiranjeevi is the ambassador, then there is a definite fit! Chiranjeevi has maintained the top slot in the Telugu film industry for the last two decades. He already has a high-visibility brand endorsement deal with Thums Up, and is easily the most sought after actor in Telugu films. The brand will look to leverage its strengths of geographical spread and brand loyalty through Telugu filmdom’s megastar visage.