Indiantelevision.com Team

(29 May 2007 8:15 pm)

MUMBAI: Himani Navratna Oil, an ayurvedic oil product from Emami Ltd, has launched a fresh television commercial featuring brand ambassador Amitabh Bachchan in order to fine tune the brand proposition as a stress buster.

As opposed to being a narrator in the previous Himani Navratna commercial's the new TVC sees Amitabh Bachchan playing one of the characters in the ad.

Emami Group of companies senior brand manager Prabal Bhattacharya said, " We have continuously repositioned our brand by endorsing celebritees like Govinda who took our brand to exponential heights and then Shah Rukh Khan who gave a new life and modernized, sophisticated image to our brand. Now we are finetuning the ad. Amitabh Bachchan conveys the message better amongst our target audiences."

Navratna Oil is first a stress buster than an oil, asserts Bhattacharya with key deliveries like relief from physical and mental stress symptoms like insomnia, headache, tension and fatigue among others and a chore value of 'cool'.

The new TVC has been conceptualized by the Ambience Publicis and directed by Rajkumar Hirani of the Munnabhai fame.

Catering to regional requirements, various regional celebrities have been roped in to endorse the brand. Chiranjeevi in Andhra Pradesh, has been roped in since October 2005, while Tamil Superstar Surya has joined the brand from September 2006. Kannada filmstar Upendra is associated with the brand for the last two years catering to the Karnataka market. They have been running similar campaigns with these stars except for the dubbed campaign in Karnataka. The creatives have been done by the same agency across the India.

Last year, the brand registered a growth of 35 per cent as per the ORG Marg data. This year they target a growth of 40 per cent from the ayurvedic oil category alone.

The core target group for the product is the SEC BCD 25 - 45 male, however it also sold in SEC A segment. Supporting this Bhattacharya said, "We are the mass brand given the volume. Our main target of course remains the SEC BCD because they form the masses."

Shah Rukh Khan endorses the Himani Navrana Talc brand, the TVCs for which are still running on the channels.

The print ad is expected soon which is also on the same lines of the TVC. It will focus on the key benefits that the product offers.