Ropes in Gautam Gambhir, Vijender Singh, Saina Nehwal, Mary Kom and Sushil Kumar as ambassadors for the instant pain relief ointment brand
BestMediaInfo Bureau | Delhi | June 5, 2012
FMCG major Emami has announced the appointment of five sports stars for a single brand – ‘Fast Relief’. The company has roped in cricketer Gautam Gambhir, boxer Vijender Singh, shuttler Saina Nehwal, five times World Boxing Champion Mary Kom and wrestler Sushil Kumar as brand ambassadors.
Emami has traditionally focused on brand endorsers from Bollywood. Amitabh Bachchan continues to endorse the brand. With Fast Relief, the brand is attempting to connect with the growing interest and fan following for different sports.
Emami is one of the largest players in the pain management category with around 13 per cent share of a Rs 3,000 crore market. Apart from Fast Relief, the two other brands in the segment are Zandu Balm and Mentho plus balm, churning a combined turnover of Rs 387 crore last year.
Said N Krishna Mohan, CEO, Sales, Supply Chain & Human Capital of Emami Ltd, “Fast Relief is designed for the young and on-the-go population. This segment is very active, has a keen interest and involvement in sports and thus also is injury, aches and pains prone. It is always said India is a nation where only cricket is played. But we will say India is a nation where cricket is also played along with many others games. With five world-class sportsmen for this single brand, we are celebrating the growing sporting spirit of the country.”