Emami Appoints Mahendra Singh Dhoni To Promote Zandu Pancharishta

Adi Pocha's Squirkle Productions wins creative mandate for Zandu Pancharishta new brand campaign.

Neha S | Delhi | March 17, 2011

The Rs 1100 cr. Emami Limited makers of Boroplus, Fair and Handsome, Zandu Balm and Navratna have announced the appointment of the Indian cricket team captain Mahendra Singh Dhoni to endorse its over-the-counter digestive tonic Zandu Pancharishta.

He will join the galaxy of superstars associated with the Emami range of products, including Kareena Kapoor, Preity Zinta, Bollywood Kings Amitabh Bachchan and Shah Rukh Khan. MS Dhoni also endorses the company's latest initiative of Healthy and Tasty edible oil.

Emami's new promotion drive for Zandu Pancharishta will include print and radio campaign along with a six series television commercial featuring Dhoni. Adi Pocha's Squirkle Productions has won the creative mandate for the campaign, which will hit the screens soon.

Speaking on the occasion, Harsh Agarwal, Director, Emami expressed, “With  this current initiative of signing Dhoni for the marketing campaign of Zandu Pancharishta , we hope to enter newer markets and increase category size as he has a huge fan following across all age groups and demographics.”

Zandu Pancharishta is the leading brand in the OTC Ayurvedic digestive markets as consumers increasingly become aware of a healthy lifestyle. Zandu Pancharishta grew at about 65% last fiscal in markets comprising UP, Delhi, MP, Rajasthan, Gujarat, Haryana and Punjab. Zandu Pancharishta is one of the major brands in the Zandu Digestive Portfolio. Zandu Pancharishta is renowned for its benefits to digestive problems. It is enriched with the goodness of five arishta's namely, dashmoolarishta, kumariasav, angoorasav, ashwagandharishta and yashtimadhu, which are effective against the problems like acidity, gas, constipation and stomach ache.  Zandu foresees a vision of further strengthening and expanding the digestive health portfolio.

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