Emami raises ad spends 7% in FY26; doubles down on digital, influencer marketing

Emami Ltd increased its advertising and sales promotion expenditure by 7% in FY26, as the FMCG maker continued investing in brand building despite muted consumer demand and a challenging operating environment.

According to the company's FY26 annual report, the maker of Navratna, BoroPlus and Kesh King spent Rs 739.22 crore on advertising and sales promotion during the fiscal, compared with Rs 694 crore in FY25.

The company said it consciously sustained advertising and promotional investments despite subdued demand conditions.

"We consciously maintained our advertising and promotional investment through this period, with A&P spends growing 7% despite muted sales, reaffirming our commitment to long-term brand equity building even during periods of revenue pressure. Profit After Tax for the full year stood at Rs 776 crore, a decline of 4%," the company said in its annual report.

As consumer journeys increasingly move online, Emami also accelerated its digital-first marketing strategy. Vice Chairman and Managing Director Harsha V. Agarwal said digital media crossed 50% of the company's total media spend in FY26, while e-commerce contributed around 14% of domestic revenue and quick commerce sales tripled during the year.

The report says Emami strengthened brand visibility through integrated multimedia campaigns across television, digital and regional media, while also adding cinema advertising to its media mix. The company also shifted towards digital and influencer-led activities to enhance engagement and consideration among younger consumers.

Alongside its media investments, Emami expanded its BoroPlus portfolio with new launches across body lotions, light moisturisers and lip care products, introducing variants for intense moisturisation, daily glow and UV protection. The company also rolled out region-specific products such as BoroPlus Sandal-Jasmine Body Lotion and lighter moisturisation products for the summer season.

The FMCG company said it continued focusing on low-unit packs to improve affordability and consumer penetration while increasing investment in e-commerce and fast commerce platforms as growth engines. It also enhanced visibility across modern trade through exclusive SKUs for modern trade and e-commerce, alongside in-store merchandising initiatives and retail activations.

Internationally, Emami intensified its digital marketing efforts through content-led campaigns, marketplace engagement, creator collaborations and targeted communication tailored to local consumer preferences. According to the report, the overseas strategy centred on short-form video content, educational storytelling, performance marketing, search-led discovery initiatives and localised digital communication aligned with regional languages and cultural preferences.

The company said these initiatives improved brand visibility and consumer engagement, particularly among younger consumers who increasingly make purchase decisions through digital platforms.

Emami also said strengthening its direct-to-consumer capabilities remains a strategic priority. According to the annual report, full ownership of one of its premium grooming brands has enhanced its capabilities in D2C commerce, performance marketing, influencer-led brand building and digital consumer analytics, while strengthening its presence in the premium grooming segment.

The report also highlights the company's focus on stakeholder communications. Under its media engagement framework, Emami said it regularly engages stakeholders through integrated media campaigns, print, television and digital outreach, outdoor advertising initiatives, press releases, media briefings, brand events and announcements to strengthen brand visibility and corporate reputation.

As part of its long-term strategy, the company said digital engagement, AI-enabled capabilities and data-driven marketing will continue to play an increasingly important role in strengthening consumer connect and supporting future growth.