SRK returns to push relaunched Emami Fair and Handsome

28 Jun,2013

By A Correspondent


Emami Ltd has relaunched its fairness cream for men, Fair and Handsome, in a bid to expand further on its dominant market position in personal care segment. Riding on the brand equity of its endorser Shahrukh Khan, the brand has had a numero uno run with market share volume clocking in at 58 percent of the Rs 329 crore men’s fairness market, in FY 12-13.


The relaunch of the new Fair and Handsome, which is developed in collaboration with Actiogen Corp, USA, is supported by a 360-degree integrated communication. The relaunch will see an A&M spend of 20 percent of the total targeted sales of the brand for the current financial year.


With Indian middle class expected to increase tenfold to 583 million by 2025, the Indian consumer market is at the threshold of becoming the fifth largest in the world, offering vast opportunities for personal care segment. The transformation in Fair and Handsome is expected to be a category driver and boost sales substantially.


Speaking on the occasion of the relaunch, Mohan Goenka, Director, Emami Ltd said, “When we launched Fair and Handsome in 2005, the then consumer insight revealed that 30 percent of fairness cream consumers were males. There was a yearning for men’s fairness cream, but no available option. It presented us with an opportunity to create a new category – men’s fairness in the existing fairness cream space. Recent research reveals men’s fairness category has evolved and men want more from fairness products, resulting in the advanced formulations in the new advanced Fair and Handsome. Today, the Fair and Handsome brand offers much more ‘zyada’ to become more than just a fairness cream. With the launch of the new Fair and Handsome, we aim to capture a sizeable market share in the booming men’s grooming product category, with a substantial increase of 40 percent in our A&M spend for the brand over last year.”


Developed by Situations Advertising and produced by Raj Kumar Hirani’s Canvas Films, the new TVC has been directed by Shakun Batra of Ek Main aur Ekk Tu fame. The all-new TVC revolves around the theme of Shah Rukh Khan’s ascent to the pinnacle by virtue of his pursuit for zyada (more) from life. The campaign will go on air in early July 2013 nationally.


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