Emami turns to local stars to promote edible oil brand
Kolkata-based FMCG firm Emami Ltd is taking the localised celebrity endorsement route to promote its edible oil brand at the regional level to add more punch to the firm's new business which is already promoted by the likes of MS Dhoni and Preity Zinta.
June 20, 2011 / 07:56 PM IST
Kolkata-based FMCG firm Emami Ltd is taking the localised celebrity endorsement route to promote its edible oil brand at the regional level to add more punch to the firm's new business which is already promoted by the likes of MS Dhoni and Preity Zinta.
The firm, which launched its 'Healthy and Tasty' edible oil last year, said it has signed on seven local celebrities to promote the brand, particularly in the eastern and southern region of India."We feel that local connect is something that works best in towns. The strategy is to be closer to your consumers and add a touch of regional flavour wherever we go," Emami Limited Director Aditya Agarwal told PTI.It has roped in Tamil hearthrob Suriya, filmstar Anu Choudhary of Orissa and Bhojpuri actress Urvashi Choudhary as brand ambassadors of the brand.Besides, in West Bengal it has signed on poet and novelist Sunil Gangapadhyay, orator Bratati Bandhyopadhyay, actress Rituparna Sengupta, and art and culture icon Mamata Shankar."The Bengalis in West Bengal look up to their stars and so is the case with Tamil Nadu, Bihar and Orissa. We want to reach out to every kitchen and household in these cities and expand the market of packaged and unadulterated edible oil market," Agarwal said.The Rs 3,500-crore group had last year roped in Dhoni and actress Preity Zinta to endorse the 'Healthy and Tasty'. It has earmarked an investment of Rs 30 crore for marketing and promoting the brand for the year to enhance its presence in the estimated Rs 10,000 crore Indian edible oil market.Emami launched the product in six major cities, including Tamil Nadu, Karnataka, West Bengal, Jharkhand and Bihar. It is looking to enter North Indian markets in the coming months.Emami's edible oils range will include soya, mustard rice bran, palm and sunflower. The company had forayed into the edible oils segment with an aim of clocking sales of up to Rs 200 crore by this fiscal
