HLL ropes in Preity Zinta to minimize odour, maximize market share

HLL's Rexona roll-on deos get a face in Preity Zinta, who has been signed on as the official brand ambassador. HLL expects a growth of 74 per cent

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."

HLL ropes in Preity Zinta to minimize odour, maximize market share
'Be ready - don't risk body odour' is the core idea of the communication devised for Rexona deo roll- ons, which are available in two variants, Freespirit for women and Ice Cool for men. A television commercial has been created with the central idea that a Rexona roll-on enables you to be prepared for unplanned situations. This is not very different from its earlier ad, which emphasised the importance of being prepared, as destiny is uncertain.

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.

HLL ropes in Preity Zinta to minimize odour, maximize market share
The television commercial will be supported by print, radio, internet and outdoor advertising. Extensive sampling activities will be undertaken in colleges and universities to build awareness of the brand and its efficacy. A contest will be run around the brand in malls and multiplexes such as PVR and Adlabs, with the lucky winner getting a chance to watch a movie with Preity Zinta.

"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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