Brands
Emami urges men to be interesting with ‘He’
MUMBAI: Metrosexuals have busted what was once a predominantly female bastion – cosmetics. Reason why more and more such companies are entering the Indian market; deodorant manufacturers being one of them.
Joining comparatively new entrants like ITC’s Engage and Vini Cosmetics’ Fogg and veterans including Axe and Park Avenue is the Rs 1821 crore FMCG major Emami’s brand new deodorant ‘He’. With the pan-India rollout of ‘He’ currently underway, in the initial phase, the deodorant will be available across all markets with a special focus on 23 top cities including metros, mini metros and tier I and tier II cities in the north, west and east. ‘He’ will be introduced in Hyderabad and Bangalore in the second phase.
So what made Emami enter an already crowded turf? “It is a big and growing category and hence, has the potential for differentiated offerings. We don’t believe in entering any category or launching any product just for being there. We only enter a category when we are able to get the right mix for the launch of any product and have the strategy in place to attain success,” says Emami director Harsha V Agarwal.
Agarwal argues that the deodorant segment has dynamic prospects as the level of penetration is very low. Also, in this category, not too much brand loyalty is exhibited by consumers as there is a multitude of me-too brands to choose from. Importantly, ‘He’ makes a differentiated promise to the customer of ‘being interesting’ as opposed to ‘being normal’ which is ‘boring’. Adding to the appeal is an unique fibre mould packaging which is sure to attract customers’ attention.
‘He’ will be launched in six variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician. What’s more, actor Hrithik Roshan has been roped in as brand ambassador. “Hrithik is the youth icon, popular amongst the youth and teenagers both. He is different from the run-of-the mill actors and has never hesitated to take up interesting and challenging roles, resulting in many blockbuster films,” says Agarwal about the choice of ambassador. As for the name ‘He’, he says, “It is short, synonymous to masculine, so an apt name.”
Emami is undertaking an extensive social media marketing campaign #WhoisHe in the pre-launch phase. The launch is supported by 360 degree integrated communication including digital media. The campaign featuring Hrithik has been conceived and developed by Leo Burnett.
According to a brand consultant, there is enough space in the market. Pricing will play a factor if people will pick it up from the shelf.
Brands
Thermocool brings cool factor to Vande Bharat and Anand Vihar
Home appliance giant makes a splash with train and station branding campaign
NEW DELHI: Thermocool Home Appliances Ltd is turning heads and catching eyes with a unique branding push on the Vande Bharat Express running between New Delhi and Katra, alongside a striking presence at Anand Vihar Railway Station.
By pairing its name with India’s fastest and most stylish train, Thermocool is sending a clear message: innovation, comfort, and reliability are at the heart of its brand. The Vande Bharat Express, celebrated for its speed and sleek design, mirrors the qualities Thermocool promises in every home appliance. Meanwhile, the eye-catching displays at Anand Vihar station connect with thousands of daily commuters and tourists, making the brand impossible to miss.
Thermocool director of operations Tushar Gupta said, “Innovation, comfort, and customer focus have always driven Thermocool. Our collaboration with Vande Bharat Express and Anand Vihar gives us a fantastic stage to share this message with millions of Indians.”
Founded by Rajeev Kumar Gupta, Thermocool champions quality and trust, with Hindi cinema star Saif Ali Khan adding charisma as the brand ambassador. His pan-India appeal perfectly captures Thermocool’s vision of modern, aspirational living.
Thermocool director of sales & marketing Tanuj Gupta added, “Teaming up with one of India’s most iconic train services lets us showcase Thermocool to a wide audience. With Saif Ali Khan on board, we are confident this campaign will strengthen our presence in both urban and rural markets, reminding everyone that Thermocool means quality, innovation, and reliability.”
The campaign blends high-profile branding, influencer engagement, and experiential marketing, ensuring travellers notice and remember the Thermocool experience. From speeding trains to busy railway platforms, the brand is reaching consumers where they move, proving that keeping cool is always in style.
