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.