Emami, the Rs3000-crore diversified business group, has signed in master blaster, Virender Sehwag, Amit Mishra and Dinesh Karthik as brand ambassadors to promote its Rs200-crore brand Zandu Balm. All three are teammates in the IPL franchise, the Delhi Daredevils.
The Zandu brand, more than 100 years old, is a household name in the country, and came under the Emami fold following the company's acquisition of Zandu Pharmaceutical Works Ltd in 2009.
Betting on the current nation-wide euphoria, unleashed by the IPL cricket carnival, Emami has decided to pad up and play for its Zandu Balm brand, riding on the popularity of these three Indian cricketers.
The Kolkata-based company said it has inked a two-year contract with the Indian cricketing trio to endorse Zandu Balm as all three cricketers symbolize agility, pace and motion, similar to the quick relief from pain and cold through the fast action provided by Zandu Balm.
Emami says Zandu Balm is a most sought after pain reliever healthcare product for the younger generation in India as it is the only balm that provides relief from cold, headache and back ache.
Zandu Balm is the lead FMCG brand of Emami Ltd, the Rs750-crore flagship company of the Emami Group, which also has other popular brands like Boroplus, Navratna, Fair and Handsome, Sona Chandi Chyawanprash, Mentho Plus and Himani Fast Relief.