The Emami Group in a bid to increase its presence in the FMCG business has picked actor Shahrukh Khan as brand ambassador to its fairness cream for men ‘Emami Fair and Handsome’.
The move may work wonders for Emami as Shahrukh has previously modeled for Lux alongside top Bollywood actresses and met with instant success spiking up sales of Lux and gathering immense publicity.
The total fairness cream market is estimated at little over Rs.800 crore, of which around Rs.300 crore is the contribution for fairness cream of men. A Gillette survey states that urban Indian men spend an average of 20 minutes in front of the mirror as compared to 18 minutes for women (Unbelievable but true!).
Emami’s strategy of brand endorsements seems to be on similar lines to Lux. It has always roped in top names either from Bollywood or Cricket. Though, the only difference being that Emami has to pay heavy endorsements to its celebrities while Lux, inspite of having filmed with all top Bollywood actresses, never paid any money to them as it is considered a sign of being the best in industry, if an actress has acted in a ‘Lux’ advertisement.
Find this article at: http://www.labnol.org/india/corporate/srk-to-do-a-lux-for-emami-fair-and-handsome/491/
