Emami relaunches Fair and Handsome with SRK promising 'Zyada'

FP Staff July 02, 2013 16:06:42 IST

FMCG company Emami Limited has relaunched Fair and Handsome, its fairness cream for men, with a new commercial. The TVC, conceptualised by Situations Advertising and produced by Canvas films, features brand ambassador Shah Rukh Khan.

Emami relaunches Fair and Handsome with SRK promising Zyada

The ad film is about Shah Rukh Khan's rise to stardom by wanting more (Zyada) from life.

On the relaunch, Mohan Goenka, director, Emami, said, "When we launched Fair and Handsome in 2005, the then consumer insight revealed that 30 per cent 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. 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 per cent in our A&M spend for the brand over last year."

The objective of this campaign is to strengthen Emami's position in the men's fairness cream category. The campaign will be supplemented by outdoor, digital and print media promotions.

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