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Why this 'Kolaveri' to 'Coolaveri' Di

Emami places its Himani Navratna cool oil in the background as Dhanush sings ‘Coolaveri Di’ in the movie ‘3’

Why this ‘Kolaveri’ to ‘Coolaveri’ Di

Emami places its Himani Navratna cool oil in the background as Dhanush sings ‘Coolaveri Di’ in the movie ‘3’

BestMediaInfo Bureau | Delhi | February 15, 2012

After making the entire nation hum with his 'Why this Kolaveri Di’, now it is Dhanush's turn to go ‘Coola-veri-Di’. Emami has tied up for in-film promotion of their brand ‘Himani Navratna’, an ayurvedic cool oil, with the movie “3”. This marks the directorial debut of Aishwarya Dhanush, starring her husband, actor-singer Dhanush, and Shruti Hassan in the lead roles. The chartbuster song ‘Kolaveri Di’ will feature Dhanush, considered the coolest and most happening star these days, with Himani Navratna Cool Oil in the background. The movie is slated for release in April 2012.

Emami aims to connect with its consumers with this tie-up. Himani Navratna oil is one of the most popular hair oils with the attractive tagline “thanda thanda cool cool”. Like the cool screen presence of Dhanush and the YouTube rage ‘Why this Kolaveri Di’ which can de-stress the mind after a hard day, Navratna oil is the panacea for the tension and headache of urban living.

According to Krishna Mohan, CEO, Emami Ltd, “Emami has for the first time tied up with a Tamil movie “3” for an in-film promotion of Himani Navratna. The original movie version of the song ‘Why this Kolaveri Di’ has been recently filmed in a set made to replicate the crowded Chennai Marina beach. In the film, the song showcases Dhanush’s heartbreak for Shruti Hassan, the film’s leading lady. In such a situation, Navratna Oil, being a stress and tension reliever, was a perfect fit with the song. We are hopeful that the tie-up will help in giving that extra mileage to the product. Our previous experiences with film stars in sensitising Emami products have proved successful.”

Navratna already enjoys a pan-India presence; and the latest tie-up will further increase consumer engagement in key markets like Uttar Pradesh, Bihar, Andhra Pradesh, Tamil Nadu, and Maharashtra.  In tune with Emami’s overall policy of keeping all its products pocket-friendly, Navratna oil will flood the markets with Re 1 sachets, and packs ranging from 20 ml (Rs 10), 50 ml (Rs 28), 100 ml (Rs 52), 200 ml (Rs 90), 300 ml (Rs 120) to 500 ml (Rs 198).

Navratna is the market leader with a share of 52 per cent of the Rs 700-crore cool oil market.   Apart from the above tie-up, Navratna is endorsed by top Indian celebrities like Amitabh Bachchan, Shah Rukh Khan, Suriya, Jr NTR, Chiranjeevi and Mahesh Babu to name a few.     Along with strong presence in print, electronic media and radio, the brand is also promoted heavily through consumer engagement programmes.

Association with top Bollywood actors and product placements in songs and movies has been Emami's key marketing strategy for years. While 'Munni Badnaam Hui' helped push Zandu Balm sales in, Emami funded a Bhojpuri film song last year which had a mention of Himani Navratna Extra Thanda hair oil. Other movie associations in the last few years include ‘Ajab Prem ki Gajab Kahani’, ‘Anjana Anjani’, ‘Tees Maar Khan’, ‘Force’, etc.

Emami had pioneered in-film placement of a brand in the early 80s with ‘Agar Tum Na Hote’, in which Rajesh Khanna, playing the role of Emami’s owner, hires Raj Babbar to photograph Rekha.

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