Emami?s iconic Fair and Handsome relaunches with ?ZYADA? promises by SRK

Mumbai, June 27, 2013: Emami Ltd, the Rs 1700 crore homegrown FMCG major in India has relaunched the first and number one fairness cream for men in the world - Fair and Handsome, in a bid to expand further on its dominant market position in personal care segment, one of the fastest and largest growing category. Riding on the brand equity of its endorser Shah Rukh Khan, the brand has had a numero uno run with market share volume clocking in at 58% of a staggering Rs 329 crore Men?s Fairness market, in FY 12-13. Developed in collaboration with Actiogen Corp, USA, the relaunch of the new Fair & Handsome is supported by a 360 degree integrated communication. The relaunch will see an A&M spend of 20% of the total targeted sales of the brand for the current financial year.

With Indian middle class expected to increase tenfold 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 personal care segment.

The transformation in Fair and Handsome is expected to be a category driver and boost sales substantially.
Speaking on the occasion of the relaunch, Mr Mohan Goenka, Director, Emami Ltd said "When we launched Fair and Handsome in 2005, the then consumer insight revealed that 30% of fairness cream consumers were males. There was a yearning for men?s fairness cream, but no available option. It presented us with an opportunity to create a new category - men?s fairness in the existing fairness cream space. Recent research reveals 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. Today, the Fair and Handsome brand offers much more ?zyada? to become more than just a fairness cream. 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% in our A&M spend for the brand over last year".

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 all-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 formidable modern trade and point of sales approach to connect with customers nationally along with Print, Outdoor and Digital promotions.

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.