Emami Ltd has tied up with upcoming Tamil movie ‘3’, who’s song ‘Kolaveri Di’ has been rocking the nation, for the in-film promotion of ayurvedic cool oil brand Himani Navratna. As part of the pact, ‘Kolaveri Di’ will feature actor and singer Dhanush along with Himani Navratna oil in the background. The movie is slated for release in April 2012.
Commenting on the development, Krishna Mohan, CEO, Emami Ltd, said, “Emami Ltd has for the first time tied up with a Tamil movie, ‘3’, for an in-film promotion of the brand Himani Navratna. The original movie version of the song ‘Why this Kolaveri Di’ has been recently filmed in a set, made to replicate the crowded shopping street of Chennai Marina beach. The song is particularly conceptualised in the movie to showcase Dhanush’s heartbreak for Shruti Hassan, the film’s leading lady. In such a situation, Navratna Oil, being a stress and tension reliever with its cooling quotient, was a perfect fit in this song. We are hopeful that the in-film tie-up will help in giving that extra mileage to the product. Our previous experiences with film stars in sensitising Emami products have proved worthy.”
Besides this tie-up, Navratna is endorsed by celebrities like Amitabh Bachchan, Shah Rukh Khan, Suriya, Jr NTR, Chiranjeevi and Mahesh Babu, to name a few. Along with strong presence in print, electronic media and radio, the brand is also promoted heavily through consumer engagement programmes.
Association with top Bollywood actors and product placement in songs and movies has been Emami’s hallmark marketing strategy for years. ‘Munni Badnaam Hui’ (‘Dabangg’) helped push the sales of Zandu Balm. Other movie associations in the last few years include ‘Ajab Prem ki Gajab Kahani’, ‘Anjana Anjani’, ‘Tees Maar Khan’ and ‘Force’, among others.
It may be recalled that Emami’s foray into in-film placement of a brand began in the early eighties with the movie ‘Agar Tum Na Hote’, in which Rajesh Khanna, playing the role of Emami’s owner, hired Raj Babbar to photograph Rekha.
Navratna enjoys a pan India presence and the latest tie-up will further engage in the key markets like Uttar Pradesh, Bihar, Andhra Pradesh, Tamil Nadu, and Maharashtra. Navratna is the market leader with a 52 per cent share of the Rs 700 crore cool oil market encompassing the entire country.