Monday - Aug 04, 2008
Televisionpoint.com Correspondent | Mumbai
Nearly 30 years after acquiring the former ailing Himani, the Kolkata-based Rs 1,600-crore fast-moving consumer goods (FMCG) company Emami has now kicked off its most expensive advertisement campaign for a product from Himani's stable.
The new 60-second television commercial (TVC) for its power brand, Himani Fast Relief, cost the company Rs 1.80 crore, excluding the fee for celebrity endorsement from Amitabh Bachchan.
"We plan to spend Rs 12 crore on marketing initiatives for the brand in the financial year 2009. It will be a 360degree communication campaign involving all mediums including print, television, radio, outdoor, the internet and blogs. Coupled with this campaign, we have drawn up an aggressive marketing strategy to make Himani Fast Relief a Rs 50-crore brand over the next couple of years." Manish Goenka, director, Emami Group of Companies said.
Other than Himani Fast Relief pain reliever, the Himani portfolio includes Boroplus, Sona Chandi Chawanprash and Navaratna Hair Oil. The TVC has been conceptualised and created by renowned director, Ram Madhwani, of Equinox and done under the aegis of the advertising agency Ambience Publicis, said Aditya Agarwal, another director of Emami.
"To maintain the pace and move ahead, physical pain too needs to be conquered. Consumers will be able to connect with this lifestyle, which we have shown in the TVC, and acknowledge the need for the fastest solution to get relief. Therefore by increasing mindshare through this new commercial, we will be able to influence the buying pattern in this need-based category," said Agarwal.
Himani Fast Relief has become a household name in pain management with its punch line — Dard Mitaye Chutki Mein. The brand has grown significantly during the last couple of years against a category growth of 5 per cent Incidentally, the brand is the pioneer in conceptualising the low-cost pack in the pain management segment.
The ad campaign carries the message of how the motion of life has moulded human beings into a machine. It shows how the modern person has been completely consumed by life's daily chores. As time is of the essence in today's world, the advertisement projects Himani Fast Relief, in a succinct way, as the panacea for managing the tension between people and their performance, Agarwal added.
