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Emami Group adds Salman Khan to the roster of brand ambassadors

Khan will endorse the group’s edible oil brand ‘Himani Best Choice’. Amitabh Bachchan, who is also associated with the edible oil business of the Group, is an endorser of ‘Emami Healthy & Tasty’ brand nationally

Emami Group, a diversified business conglomerate enjoying a market valuation of about Rs 50,000 crore, has roped in Salman Khan as the brand ambassador for its edible oil brand ‘Himani Best Choice’. With this development, Khan will be joining Amitabh Bachchan in endorsing the group’s edible oil brands. Emami has three brands in their edible oil business – ‘Emami Healthy & Tasty’, ‘Himani Best Choice’ and ‘Rasoi’ apart from ‘Bake Magic’ – a speciality fat brand.

Bachchan, who is also associated with the edible oil business of the Group, is an endorser of ‘Emami Healthy & Tasty’ brand nationally.

Emami brands are endorsed by celebrities like Shah Rukh Khan, Hrithik Roshan, Kareena Kapoor Khan, Kangana Ranaut, Shahid Kapoor, Sania Mirza and many more over the years.

The move has been made to take the group’s edible oil brands to a wider customer base.

A new TVC, starring Salman Khan, is expected to go on air soon across all major channels. The TVC, produced by Opticus Inc., is conceptualised, written and directed by Nitesh Tiwari of ‘Dangal’ fame, whereas famed cinematographer Setu of Kahani and Dangal fame is the cinematographer and Ivan Fernandez is the food stylist.

Portraying the diverse gastronomical moods of India, Khan will be seen in the commercial in varied situations, celebrating the great Indian foodie.

Speaking on development, Aditya Vardhan Agarwal, Director, Emami Group, said, “After attaining the leadership position in the eastern markets, we now have ambitious plans to take our edible oil brands on national platforms. To reach out to the consumer base nationally, what could have been a better idea than to have two heavy duty stars on board who enjoy a strong pan-India appeal that cuts across with both masses and classes.  Salman Khan has a huge fan following which is evident from his slew of box office grossers like Sultan, Kick, Bajrangi Bhaijaan, Dabang and more recently Tiger Zinda Hai and we felt that he would be the right fit along with Big B to take our brands to a wider consumer base.”

Talking about his expectations from the new campaign featuring Khan, Manish Goenka, Director, Emami Group, said, “We expect our new campaign with Salman Khan to have huge consumer connect as he promotes our brand in his inimitable style in real life situations. We are also confident that with both Salman Khan and Amitabh Bachchan on board, it will be equally exciting for our distributors and channel partners to make our presence felt in the national branded edible oil market.”

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