Navratna Cool Talc becomes Emami’s first Rs-100cr ‘hero’ sub-brand

28 May,2013

By A Correspondent


Navratna Cool Talc, a brand extension from the house of Emami Ltd, has emerged as the first sub-brand to join its list of Rs 100 crore “hero” brands. Navratna Cool Talc which has created a separate “cool” sub-category in the talc segment recorded an 80 percent growth in FY 2012-13. The brand expects to hit a minimum of 25 percent Y-o-Y growth despite the talcum powder segment in India having hit a near saturation point. The success of Navratna Cool Talc further exemplifies Emami’s strategy on building a robust brand portfolio through brand extensions. Navratna Cool Talc currently enjoys a sizeable market share of 18 percent in the Rs 4,300-million-worth Cool talc and PHP sub-segments of talcum powder.


As a part of its aggressive marketing strategy to achieve the targeted growth, Navratna Cool Talc is going to roll out a brand new TVC strategically positioning the brand as ‘Bina Bijili ka Sabse Chhota A C’. Cosmetic products and talcum powders generally play around the concept of beauty, fragrance and physical discomforts due to natural extremities. Navratna Cool Talc has made a category expansion initiative as a FMCG brand to build a campaign as a relief provider around the concept of extreme physical discomforts during painful long hours of power cuts faced by people in various parts of the country. Developed by Leo Burnett and produced by Conred, the film for the load-shedding campaign has been directed by Gajraj Rao of Code Red Films.


The roll-out of the new campaign in early-June this year would be done through press ads, TVCs in all major Hindi GEC channels, radio spots and in-theatre commercials targeting the markets of UP, Bihar, MP, Maharashtra, Jharkhand, Chhattisgarh and Tamil Nadu.


This brand communication will be coupled with the brand new ‘Thanda thanda Cool Cool’ TVC campaign featuring Bollywood Badshah Shahrukh Khan. As a leg-up to the expansion drive in the Southern market, Southern superstar Jr NTR has been recently roped in by the brand to feature in the same campaign. For the very first time, the brand is also going to use Jr NTR’s image on the product packs down south to provide more thrust to the region-specific communication.


“Navratna Cool Talc has been growing at 40 percent year on year since 2006 although the growth of the talcum powder category as a whole has nosedived. Our strategy to focus on building robust umbrella brands with strong and consumer relevant sub-brands is giving us the envisaged results. The success of Navratna Cool Talc is testimony to this,” said N Krishna Mohan, CEO, Sales, Supply and Human Capital, Emami Ltd.


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One response to “Navratna Cool Talc becomes Emami’s first Rs-100cr ‘hero’ sub-brand”

  1. Jean Hundley says:

    One simply doesn’t put talc on clothes.