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Emami refreshes brand Fair and Handsome; aggressive push planned

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fair-and-HandsomeIn a bid to expand its presence in the personal care segment and the men’s fairness market, homegrown major Emami has relaunched its Fair and Handsome cream with new packaging, positioning and TVC. The relaunch will see an Advertising and Marketing (A&M) spend of 20 per cent of the total targeted sales of the brand for the current financial year.

Developed in collaboration with Actiogen Corp, USA, the relaunch of the new Fair & Handsome is supported by a 360 degree integrated communication. Riding on the brand equity of its endorser Shah Rukh Khan, the Rs 1,700 crore FMCG brand has had a numero uno run, with market share volume clocking in at 58 per cent of the Rs 329 crore men’s fairness market in FY 2012-13.

With the Indian middle class expected to increase ten-fold to 583 million by 2025, the Indian consumer market is at the threshold of becoming the fifth largest in the world, offering vast opportunities for the personal care segment. According to the company, the transformation in Fair and Handsome is expected to be a category driver and boost sales substantially.

Mohan Goenka, Director, Emami said, “When we launched Fair and Handsome in 2005, the then consumer insight revealed that 30 per cent of fairness cream consumers were males. There was a yearning for men’s fairness cream, but no available option.”

Recent research reveals the men’s fairness category has evolved and men want more from fairness products, resulting in the advanced formulations in the new advanced Fair and Handsome.

Goenka further commented, “With the launch of the new Fair and Handsome, we aim to capture a sizeable market share in the booming men’s grooming product category, with a substantial increase of 40 per cent in our A&M spend for the brand over last year.”

Promotion campaign
Developed by Situations Advertising and produced by Raj Kumar Hirani’s Canvas Films, the new TVC has been directed by Shakun Batra of ‘Ek Main aur Ekk Tu’ fame. The new TVC revolves around the theme of Shah Rukh Khan’s ascent to the pinnacle by virtue of his pursuit for zyada (more) from life. The campaign will go on air in early July 2013 nationally. The campaign would be supplemented by a modern trade and point of sales approach to connect with customers nationally along with print, outdoor and digital promotions.

The relaunch
The relaunch will comprise a new look and feel for the product, positioning it as a one-stop solution for not just enhancing fairness, but also delivering additional benefits like oil control, sun protection, dark spot reduction and sweat control. The product is enriched with the goodness of deep action peptides, which penetrate inside men’s tough skin, giving it a luminous glow. The objective of the campaign is to strengthen the leadership position of the brand by aligning the premium quotient with the long-standing trust and efficacy it has already achieved.

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Neeta Nair

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