Devils cricketers roped in to endorse Zandu Balm

Devils cricketers roped in to endorse Zandu Balm
By SportzPower Team
Published: 9 Apr 2010 - 20:12
MUMBAI: In order to cash in on the IPL euphoria, Emami, the Rs 30 billion diversified group, has roped in Daredevils cricketers Virender Sehwag, Amit
Mishra and Dinesh Karthik as brand ambassadors for its Rs 2billion brand, Zandu Balm.
Emami is confident that the image and popularity of these three Indian cricketers will be a great connect for the Brand with the target audience,
especially in North India. As part of the two-year contract with this triumvirate, a television commercial (TVC) of Zandu Balm involving the trio is in the
offing. The ad-film will be directed by Prahlad Kakkar and the script will be written by Adi Pocha.
Commenting on Emami’s partnership with the cricketers, Emami Group of Companies Director Mohan Gownka said, “Cricket is worshiped in our
country and what better opportunity we could look at than to be associated with cricketers of fame like Virender Sehwag, Amit Mishra and Dinesh
Karthik. Riding on their popularity and acceptance, we are confident to make a deep penetration among the young audience of India. “We intend to popularize the Zandu Balm brand among the Indian youth and make it a symbol of best reliever of pain and strain that gets inflicted on
the body in different games. Our objective is to make the Brand more acceptable to the young generation of India. So we feel that the association
with Virender Sehwag, Amit Mishra and Dinesh Karthik will not only give a facelift to the Brand but also provide Zandu Balm an exclusive platform not
just to reach millions of cricket fans in India, in particular, but also to the country’s young populace.”
Zandu Balm has come under Emami’s fold, following the company’s acquisition of Zandu Pharmaceutical Works Ltd and the subsequent business
restructuring between the two companies in 2009. Zandu Balm is currently pegged as a Rs 2 billion brand and is expected to maintain an annual
growth rate of 15%.
Pertinently, Zandu Balm was the associate sponsor of the Mumbai Indians and had also used iconic cricketer Sachin Tendulkar alongwith Harbhajan
1/2
and Zaheer Khan in their promotional campaign as part of their sponsorship deal with the team.
2/2