Fast relief! Emami ropes in 5 sports celebs for a single brand

05 Jun,2012

By Writankar Mukherjee


FMCG company Emami has roped in five sports celebrities for endorsement of one of its pain-relieving brand, Fast Relief. The maker of Zandu Balm and Fair and Handsome, has appointed cricketer Gautam Gambhir, boxers Vijender Singh and Mary Kom, badminton champion Saina Nehwal and world champion wrestler Sushil Kumar.


Emami, which is amongst the highest spenders in celebrity brand endorsements in India, has for the first time roped in sports stars. The company has always focused films stars like Amitabh Bachchan and Shah Rukh Khan.


“It is always said India is a nation where only cricket is played. But we will say India is a nation where cricket is also played along with many others games,” says Emami CEO (sales, supply chain & human capital) N Krishna Mohan.


Mr Mohan says Fast Relief is designed for the young and on-the-go population. “This segment is very active, has a keen interest and involvement in sports and thus also is injury, aches and pains prone,” he says


Emami expects these brand ambassadors will help it to consolidate presence in the Rs 3,000 crore pain management segment. The company is one of the leading player in the category with 13% market share. Apart from Fast Relief, the two other brands in the segment include Zandu Balm and Mentho plus balm, churning a combined turnover of Rs 387 crore last year.


Source:The Economic Times

Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved


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