After making the entire nation hum with 'Why this Kolaveri Di, now it is Dhanush's turn to go "Coola-veri-Di".
Emami Limited, has tied up for in-film promotion of their brand Himani Navratna, an ayurvedic cool oil, with the movie "3", a directorial debut of Aishwarya Dhanush starring her husband, actor-singer Dhanush and Shruti Hassan in the lead roles. The chart buster song 'Kolaveri Di' will feature the country's most happening and coolest star, Dhanush, along with Himani Navratna Cool Oil, the 'coolest oil', literally, in the background. The movie is slated for release in April 2012.
Emami aims to connect with its consumers with their 'cool' tie up with the song Kolaveri Di and rock the nation together. Himani Navratna oil, brimming with the magic of ayurveda is one of the most popular hair oils with an attractive tagline of "thanda thanda cool cool". Navratna oil is a wholesome answer to tension and headache of an anxious day; this herbal wonder calms your mind and body and helps you rejuvenate with one single massage.
According to Krishna Mohan, CEO of Emami, "Emami Limited has for the first time, tied up with a Tamil movie, "3", for an in-film promotion of the brand Himani Navratna, ayurvedic cool oil. The original movie version of the song "Why this Kolaveri Di" has been recently filmed in a set, made to replicate the crowded shopping street of Chennai Marina beach. The song is particularly conceptualized in the movie to showcase Dhanush's heartbreak for Shruti Hassan, the film's leading lady. In such a situation, Navratna Oil, being a stress and tension reliever, with its cooling quotient, was a perfect fit in this song. We are hopeful that the in-film tie up will help in giving that extra mileage to the product. Our previous experiences with film stars in sensitizing Emami products have proved worthy."
Navratna already enjoys a pan India presence; the latest tie up will further engage in the key markets like Uttar Pradesh, Bihar, Andhra Pradesh, Tamil Nadu, and Maharashtra. In tune with Emami's overall policy of keeping all its products pocket friendly ranging from pouches to large packets, Navratna oil too, will floor the markets with Re 1 Sachet, 20 ml (Rs 10), 50 ml (Rs. 28), 100 ml (Rs. 52), 200ml (Rs. 90), 300ml (Rs.120), and 500 ml (Rs 198) packs.
Navratna is the market leader having an enviable market share of 52 per cent of the Rs 700 crore cool oil market encompassing the entire country. Apart from the above tie up, Navratna is endorsed by top Indian celebrities like Amitabh Bachchan, Sharukh Khan, Suriya, Jr NTR, Chiranjeevi and Mahesh Babu to name a few. Along with strong presence in print, electronic media and radio, the brand is also promoted heavily through consumer engagement programs.
Association with top Bollywood actors and product placement in songs and movies has been Emami's hallmark marketing strategy for years. While 'Munni Badnaam Hui' helped push Zandu Balm sales in, Emami funded a Bhojpuri film song last year which had a mention of Himani Navratna Extra Thanda hair oil. Other movie associations in the last few years include Ajab Prem ki Gajab Kahani, Anjana Anjani, Tees Maar Khan, Force etc.
It was Emami which pioneered the in-film placement of a brand in the early eighties with 'Agar Tum Na Hote', in which Rajesh Khanna, playing the role of Emami's owner, hires Raj Babbar to photograph Rekha. So like an icing on the cake, indulge in the chill pill of Kolaveri di with the 'cooling' effect of Navratna oil from Emami.
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