MUMBAI: Personal care and healthcare firm Emami has set itself the target of making its brand Navratna a Rs 2 billion brand by December 2006.

The company has launched Navratna Cool Talc - which is the first extension of Brand Navratna.

Emami claims that Navratna Oil enjoys a leadership position as an ayurvedic cool oil, which provides relief from stress and its associated symptoms like sleeplessness and headaches. The product's tagline is 'Thanda Thanda Cool Cool'. The Rs 1.5 billion brand is currently growing at 20 per cent, claims Emami.

In the TVC SRK is shown as keeping himself cool by always carrying with him the smallest AC in the world - Navratna Cool Talc. This is in keeping in line with the product's tagline 'Duniya Ka Sabse Chhota AC'. The campaign will feature in different media - Print, TV, Radio, Outdoor Signages and ground level activities.

Emami director Harsha V. Agarwal said, "We are happy to have Mr. Shah Rukh Khan as brand ambassador for Navratna Cool Talc, a novel brand extension from the Navratna stable. SRK has always been known for his cool and calm personality. The new ad campaign truly communicates the super cooling properties of Navratna Cool Talc and how it lives upto its claim of being the smallest AC in the world. So there is great synergy between the brand personality and that of Mr. Khan. We are confident of the success of this relationship."

Emami says that Navratna Cool Talc will be a unique brand as there is no other 'Cool Talc' available in the market as of now. The need gap for a 'Cool Talc' was exposed after conducting extensive research among Indian consumers.

The TVC has been directed by ad filmmaker Prahlad Kakkar and was conceptualised by RMG David.