FMCG major Emami has been betting high on the celebrity endorsement tool to promote its most-loved winter care product- Boroplus cream. The product has been giving tough competition to leading winter creams like Ponds, Nivea and others.
After winning hearts with Bollywood actors Kangna Ranaut and Amitabh Bachchan in the past, this winter season, leading FMCG firm Emami has roped in actress Parineeti Chopra to endorse its skincare product BoroPlus Cocoa Soft Moisturising lotion.
"It is important to generate a top-of the-mind recall. With a National Film Award in her kitty, our new brand ambassador Parineeti Chopra is a perfect brand-fit who possesses a universal appeal for all," she added. The company will soon roll out new ad campaign featuring Chopra. The ad film will be run in cinema halls and will also be promoted digitally,” said Priti Sureka, Director, Emami Ltd.
Reportedly, the ad film is going to be rolled out primarily in UP, Maharashtra, Delhi-NCR, West Bengal, Madhya Pradesh, Gujarat and Karnataka, unveiled a company statement.
Without divulging details of the endorsement, Emami also said, the product targets young women between the age group 20-30.
"Moisturising lotion is a cluttered Rs1,500 crore plus category buzzing with many players," added she.
BoroPlus Cocoa Soft Moisturising lotion is priced at Rs 85 for 100 ml pack.