Emami is all set to launch a new marketing campaign and is geared up to strengthen the brand value of its newly acquired brand Zandu Balm (after acquiring Zandu Pharmaceutical). Emami has signed cricketers Virender Sehwag, Amit Mishra and Dinesh Karthik to endorse Zandu Balm for duration of two years.

Confirming the news, Mohan Goenka, Director, Emami Group, said, “The size of the pain relieving market in India is estimated to be about Rs 1,500 crore and Zandu Balm holds the pole position in this category. We intend to popularize the Zandu Balm brand among the Indian youth and make it a symbol of best reliever of pain and strain that gets inflicted on the body. Our objective is to make the brand more acceptable to the young generation of India, hence the association with Virender Sehwag, Amit Mishra and Dinesh Karthik.”

Goenka further said, “Since the ambassadors are not only youth icons but also depict fitness, they perfectly fit in the requirement of the brand. Moreover, cricket in India has the maximum fan following as compared to any other form of sports.”

Goenka also spoke about the campaign adding, “Our objective is to make Zandu Balm more acceptable to the young generation of India. So, we feel that the association with Virender Sehwag, Amit Mishra and Dinesh Karthik will not only give a facelift to the brand but also provide it an exclusive platform not just to reach millions of cricket fans in India, in particular, but also to the country’s young populace. The campaign is still in the process of being prepared.”

The television commercial featuring the three cricketers is directed Prahlad Kakkar and scripted by Adi Pocha.

Emami Group recently launched branded edible oil ‘Healthy and Tasty’ thus strengthening its foray into Food and Beverages sector. The creatives of the brand ‘Healthy and Tasty’ have been done by JWT, O&M and On Ads.

The mass media campaign for the oil brand is already in place. MS Dhoni and Preity Zinta have been roped in by Emami for the brand communication. The ad film has been directed and conceived by Prahlad Kakkar and Adi Pocha, respectively.

Aditya Agarwal, Director of Emami group said, “We have entered the edible oils market. We plan to produce many items which are needed in the kitchen like masala and biscuits.” Agarwal further added that the brand would be available in variants like soyabean oil, sunflower oil, palmolein, mustard oil, soyabean blend and palmolein blend.

The campaign will also have other promotional activities like mobile kitchens and cookery workshops. It will also have aggressive BTL activities.

Agarwal further spoke about the celeb endorsers, “Emami for the last 36 years has been associated with celebrities. All its power brands have been able to connect to the masses well because of the celebrity faces. In this case too, MS Dhoni and Preity Zinta are not only youth icons, but represent two sport teams. This will definitely enhance the fitness quotient of the brand.”

In the first year, the company plans to clock a turnover of Rs 300 crore from the edible oils business. The company plans to introduce many more brands in the F&B sector, thus becoming synonymous with the Indian kitchen.