HLL has plans
to consolidate and strengthen its personal care product category, and Preity Zinta has been brought on board to achieve this task. Zinta will be the face for HLL Rexona roll-on deodorants.
Anil Chopra, VP, home and personal care, explains the connect of the Bollywood actor with the brand. He says, "Rexona signifies confidence, passion and an active, unrestrained lifestyle. That is in sync with Preity's versatility and confidence."
Chopra is confident that this association with Preity Zinta will establish Rexona roll-ons as a top product that delivers on its promise of absolute dependability in fighting body odour.
"With this association, we hope to grow our market share by almost 2 per cent by the year-end and also fuel a value growth of 74 per cent," states Shubhranshu Singh, marketing manager, deodorants and male grooming, HLL. Launched in India in 1995, Rexona has 9 per cent market share in this category.
Singh says that in the second half of 2007, another TVC will be rolled out, which the company may use to introduce new variants of roll-ons.
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