Emami signs Kareena Kapoor for BoroPlus

By , agencyfaqs! | In Advertising | November 03, 2005
Kapoor is the latest celebrity to join the list of Emami's brand ambassadors

After Amitabh

Bachchan, Sourav Ganguly and Shah Rukh Khan, it is the turn of actor Kareena Kapoor to join the illustrious group of celebrities who endorse several brands for Emami. Kapoor will be the brand ambassador for BoroPlus.

Emami plans to extend the BoroPlus brand into several other products in the skincare category and make it a complete skincare brand by 2007. Signing Kapoor for the brand is part of this strategy.

The TVC for BoroPlus explores the theme of the Indian wedding and brings out the various emotions related to the occasion. It brings out the social and economic obligations, kinship bonds, traditional values and impassioned sentiments - the brand and its 'winter skin protection' quality are woven around these. The commercial has been conceptualised by Ambience Publicis and directed by Prahlad Kakkar.

Currently, BoroPlus has a more than 60 per cent share of the antiseptic cream market, while its variant prickly heat powder has a market share of 21 per cent.

Emami has set a target to make BoroPlus a Rs 125 crore brand by the end of fiscal 2005-06. The Rs 100 crore plus brand is currently growing at a rate of 13 per cent.

Outlining the growth strategy for BoroPlus, Harsha V Agarwal, director, Emami, says, "Over the years, BoroPlus has emerged as one of the leading players in the skincare products category in India. The strategy now is to build on our efficiency in complete skincare."

He explains, "The BoroPlus range will comprise products which will make possible protection, nourishment and moisturisation for flawless skin. The launch of the body lotion is a big step in that direction."

Agarwal adds, "Meanwhile, Amitabh Bachchan, who is also a brand ambassador for Boroplus, will continue endorsing the brand in addition to Kareena Kapoor."

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