Emami announces its most expensive Ad campaign for Himani Fast Relief

Media News

Kolkata, August 1, 2008

Emami Limited, one of the fastest growing FMCG Company, today announced it’s most expensive advertising campaign for the Power Brand – Himani Fast Relief. The 60 seconds TVC has been conceptualized and created by renowned director, Ram Madhwani, of Equinox and done under the aegis of Mumbai based advertising agency Ambience Publicis.

Life has become so fast and strenuous that one hardly finds time to pause for a moment even if one suffers from pain. Human life has almost become a machine. In this mechanised world no industry can afford a downtime and it’s the same for human beings too. As the machine cannot stop for a moment so is the man behind the machine. Hence, one requires an instant pain relief to keep them running, which only Himani Fast Relief can provide.

“To maintain the pace and move ahead, physical pain too needs to be conquered. Consumers will be able to connect with this lifestyle which we have shown in the TVC and acknowledge the need for a fastest solution to get relief. Hence by increasing the mind share through this new commercial, we will be able to influence the buying pattern in this need-based category,” said Mr. Aditya V Agarwal, Director Emami Group of Companies.

The ad campaign carries the message of how motion of life has moulded man to machine. It shows how modern man has been completely subjugated to the daily chores of life. As time is the essence in today’s world, the advertisement projects Himani Fast Relief, in a succinct way, as the panacea in managing the tension between people and their performance.

“We have an aggressive advertising and marketing plan to make Himani Fast Relief a Rs 50 crore brand in the coming few years. We plan to spend Rs.12 crore on marketing initiatives for the brand in the financial year 2008 – 09. It will be a 360 degree communication campaign involving all mediums including print, television, radio, outdoor, internet and blogs,” added Mr. Manish Goenka, Director, Emami Group of Companies.

Today Himani Fast Relief has become a household name in pain management with its punch line – “Dard Mitaye Chutki Mein”. The brand has grown significantly during the last couple of years against a category growth of 5%. Incidentally, the brand is the pioneer in conceptualising the low cost pack in the pain management segment.

Emami has spent over Rs. 1.80 crore for by far the costliest advertisement created by the Group for any of its brands.

For further information, please contact:

Vaishnavi Corporate Communications

Mahasweta Sen

Tel: 22264960