MUMBAI: Emami, the personal and healthcare major, has set a target of making Sona Chandi Chyawanprash a Rs 400 million brand by the end of fiscal 2005-2006. As part of its strategy, the company announced the launch of its first advertising campaign featuring Shah Rukh Khan for Sona Chandi Chyawanprash.

The company has set aside a sum of Rs 80 million for this ad campaign, which will hit the media soon.

This campaign will feature in a wide range of both conventional as well as non-conventional media - Print, TV, Radio, Outdoor Signages and ground level activities. The ad showcases Shah Rukh Khan in a double role, one physically strong and the other mentally agile. The two go on to merge and form a perfect combination of 'Surakshit Tan, Tez Dimaag'. In fact, Sona Chandi is the first Chyawanprash to promise mental agility, in addition to just physical strength, states an official release.

Directed by ace ad filmmaker Prahlad Kakkar, the concept of the ad has been devised by Ambience Publicis. Sourav Ganguly and Sunny Deol have featured in earlier ad campaigns of Sona Chandi Chyawanprash.

Says Emami director Aditya V. Agarwal, "The new ad campaign truly communicates the rejuvenating properties of Sona Chandi Chyawanprash. A healthy body and a stable mind are two very important attributes for being successful in life. Shah Rukh Khan perfectly fits into this definition. His personality and the brand promise of Sona Chandi synchronises well with each other."

Sona Chandi Chyawanprash has national coverage in TVCs, radio, print and also wall paintings keeping in mind its rural audiences. This time around, Emami also plans to organise school promos as part of its marketing campaign. The primary objective of these kinds of activities is to generate trials, the release adds.