Redefining advertising...
Emami breaks new ground in the cosmetic domain communication
Emami has always believed in ground-breaking
activities... and their advertising reflects its dynamic fashion, says the founder, R. S. Agarwal. Today, there’s this big buzz about product-placement (in film) advertising and if meaningfully leveraged, it can revenue-generate while showcasing the product. “Do you know” continues the Aditya Agarwal (the MD and boss-man’s son) “that we hit this button over two decades ago with a Rajesh Khanna-Rekha-Raj Babbar starrer, Agar Tum Na Hote? In that movie of the mid-eighties, Rajesh, the boss-man of an Emami Company hires photographer Raj Babbar to shoot Rekha for modeling of Emami products.” He is convinced that the founding fathers had an uncanny ability to constantly connect with the consumer psyche. Also, “Mr. Agarwal relentlessly followed the theory of destruction and disruption. He believed that if you do not disrupt or destroy, you can never create anything new or fresh; can never move to the next level.” Today Emami’s FMCG segment, powered by a media-spend of over Rs.100 crore – which does not include star-fees or consumer schemes – and having a roster of superstars on their list (Big B, SRK, Sunny Deol, Kareena, Ganguly, Sehwag) zooms ahead with all cylinders firing. Adi agrees that the adspend is perhaps a bit on the higher side but reckons it’s necessary “to build brands designed to impact both mindscape and marketscape. We are small compared to the biggies and need to make a space of our own, in our way…”!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Emami has always believed in ground-breaking
activities... and their advertising reflects its dynamic fashion, says the founder, R. S. Agarwal. Today, there’s this big buzz about product-placement (in film) advertising and if meaningfully leveraged, it can revenue-generate while showcasing the product. “Do you know” continues the Aditya Agarwal (the MD and boss-man’s son) “that we hit this button over two decades ago with a Rajesh Khanna-Rekha-Raj Babbar starrer, Agar Tum Na Hote? In that movie of the mid-eighties, Rajesh, the boss-man of an Emami Company hires photographer Raj Babbar to shoot Rekha for modeling of Emami products.” He is convinced that the founding fathers had an uncanny ability to constantly connect with the consumer psyche. Also, “Mr. Agarwal relentlessly followed the theory of destruction and disruption. He believed that if you do not disrupt or destroy, you can never create anything new or fresh; can never move to the next level.” Today Emami’s FMCG segment, powered by a media-spend of over Rs.100 crore – which does not include star-fees or consumer schemes – and having a roster of superstars on their list (Big B, SRK, Sunny Deol, Kareena, Ganguly, Sehwag) zooms ahead with all cylinders firing. Adi agrees that the adspend is perhaps a bit on the higher side but reckons it’s necessary “to build brands designed to impact both mindscape and marketscape. We are small compared to the biggies and need to make a space of our own, in our way…”!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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