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Marketing Strategy 10 Nov 2014

Emami ropes in Bollywood diva Kangana Ranaut as its brand ambassador

After glamorous Kareen Kapoor Khan, India's leading FMCG major Emami Limited has signed Bollywood actor Kangana Ranaut as the brand ambassador of its new product, BoroPlus Total Results Moisturising Lotion.

Taking a relook at the competitive body lotion category, leading FMCG major Emami Limited, has roped in Bollywood actress Kangana Ranaut to endorse the all-new BoroPlus Total Results Moisturising Lotion.

Ranaut, a National Award Winning actor is known for her power-packed performances in movies like Fashion, Life in a Metro, Gangster, Krrish 3 and Tanu Weds Manu.  With the joining of Ranaut, BoroPlus now has two iconic faces to endorse the lotion- Kangna Ranaut and Kareena Kapoor Khan, who has been endorsing the lotion already.

Commenting on the new launch, Emami Director Priti A Sureka said, "Winter lotion is a category on a high growth path, both in urban and rural centres, with more than 800 crore in value sales in 2013-14”, as per a PTI report.  He further added, "We have reworked on the overall capability by infusing new advanced product formulations and packaging which will deliver heightened customer satisfaction."

According to the report of a leading business daily, the body lotion is expected to drive the winter sales and bolster the growth momentum of Rs 400cr BoroPlus portfolio, which contributes significantly to the company’s overall turnover. 

The BoroPlus portfolio includes BoroPlus Antiseptic Cream, BoroPlus Anti-Pollution face wash range and BoroPlus Prickly Heat Powder. BoroPlus is India’s largest selling antiseptic cream with 72 per cent market share and is also the highest selling antiseptic cream in Ukraine, Russia and Nepal. 

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