A super-bright star will soon join the galaxy of twinklers endorsing personal, beauty and healthcare products
A super-bright star will soon be joining the galaxy of twinklers already endorsing Emami Ltd's personal, beauty and healthcare products.
The Badshah of Bollywood, Shah Rukh Khan, has just been signed up to endorse various Emami brands, which could include the Chyawanprash and a few other herbal-healthcare brands as well.
The market buzz is that King Khan will be paid a princely Rs5 crore-plus per annum by the Kolkata-based, Rs 600-crore-plus Emami group of companies, to add some mega-watt glamour-power to some of products within their personal-healthcare range which accounts for more than half of the group's revenues.
Shah Rukh Khan's endorsement list includes Pepsi, Hyundai, Tag Heur watches, AirTel and Mayur Suitings.
This fast moving consumer goods firm has the distinction of having the most number of celebrity endorsers.
Famous visages from Madhuri Dixit, to Raveena Tandon, Sunny Deol, and dapper cricket captain Sourav Ganguly already ad-lib for the Emami family of products.
The overarching personality is, however, Amitabh Bachchan, who was signed on to Emami Fast Relief and Emami Navrattan Oil , but who is seen as the umbrella brand ambassador for the company. Observers peg his Emami endorsement-fee at Rs 10 crore-Rs 12 crore per annum.
Enticing the star-struck masses has been working well for the fast-diversifying company which has been driving business from rural areas in no small measure.
To power-drive into the south with products like hair-oil, the company has been signing up various celluloid stars from the South, including Simran and Jyotika.
The Southern belles are endorsing their ayurveda range of oils, pain balms, turmeric creams et al.
Emami has two umbrella brands: Emami (personal care products) and Himani (healthcare products).
Its 'power' brands include the Madhuri line of talc, hair oil, skin cream and three shampoos; Boroplus, which has a market share of over 60 per cent; multi-purpose Navrattan oil.
Then there's Sona-Chandi, which has two variants - Chyawanprash (winter) and Amritprash (summer); 'fast relief' ache ointment; and Menthoplus balm for headaches. Its biggest brand is reckoned to be the Rs 100-crore Navrattan Oil, followed by Boroplus, prickly heat powder and the Sona-Chandi range.
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