Bipasha Basu sprays on for Fa Men Xtreme

By Khushboo Tanna , afaqs!, Mumbai | In Advertising
Last updated : May 18, 2009
This also marks the brand's foray into the men's grooming segment

Henkel India has appointed film actor Bipasha Basu as the brand ambassador for its recently launched Fa Men Xtreme range. Basu will feature in all the Fa Men Xtreme commercials. This is one of the few associations where a female celebrity is used to endorse men's products. Another such example is Priyanka Chopra, who endorses J Hampstead, the worsted fabric brand from Siyaram Silk Mills.

Jayant Singh, managing director, Henkel India, says in an official communiqué, "Fa Men Xtreme is specially formulated for Indian conditions. These deodorants are sure to refresh the young Indian male for this summer." He adds, "Fa has emerged as one of the leading players in the female deodorant segment and we aim to reach greater heights with Fa Men Xtreme in the male deodorant category."

Fa Men Xtreme comes in three fragrances - Speedster, Energy Zone and Cool Wave.

Nabankur 'Nobby' Gupta, founder, Nobby Brand Architects, says that getting Basu on board is a viable and compatible option. Although a deodorant is used for personal care, young adults tend to use it to attract the opposite sex. Although the strategy is good, the creative will decide the fate of the association. "The product should be the hero and Bipasha should be the anchor."

He adds that Basu will help increase the brand recall and will slowly have to recede so that the entire focus shifts to the products.

Basu also endorses brands such as Sugar Free Gold, Reebok, Gili and Kinetic SYN Scooters.

Fa is available in 130 countries worldwide. Henkel India's product portfolio includes brands such as Henko range of detergents, Pril utensil cleansers, Mr. White range of detergents, Margo toilet soap and Neem toothpaste.

First Published : May 18, 2009

© 2009 afaqs!