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Emami ropes in Big B to endorse two products

16-March-2004
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Emami ropes in Big B to endorse two products

The most sought after face in the advertising world — Amitabh Bachchan — has now one more corporate partner: Emami. The Kolkata-based personal and healthcare major has announced that it has roped in megastar as its brand ambassador in what it called “the biggest ever deal made between Mr Bachchan and any corporate.” Company sources said that Mr Bachchan has been signed for a one-year contract for a sum of Rs 10 crore.

Big B will endorse Emami’s two brands: Emami Fast Relief and Emami Navrattan Oil. While the former is an ointment brand, the latter is a light hair oil brand currently being endorsed by filmstar Govinda.

Emami’s club of brand ambassadors is already swelling: the company has several leading celebrities including Indian cricket captain Sourav Ganguly and Bollywood stars Sunny Deol, Govinda and Madhuri Dixit. Amitabh Bachchan is perhaps the only Bollywood star who’s endorsing amongst the maximum number of brands. According to industry observers, sales have increases considerably after his association with a brand. The megastar currently endorses brands such as Dabur Chywanprash, Dabur Hajmola, Reid & Taylor, Maruti’s Versa, Parker, Pepsi, ICICI Bank and others. Meanwhile, Ahmedabad based soft drink concentrate company — Rasna Pvt Ltd (RPL) — has announced Karisma Kapoor as its brand ambassador. The star will soon appear in Rasna’s new ad campaign being directed by veteran adman Prahlad Kakkar with creative concept by Mr Jagdish Acharya of Mudra Communciations. The brand, claims the company, is a leader in the soft drink concentrate (SDC) market with almost 90 per cent market share. Accoridng to Rasna’s CMD Piruz Khambatta: “Karisma and Rasna are a perfect fit.”

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