Navratna Oil, from the house of Emami Limited, has signed Bollywood superstar Salman Khan as the new brand ambassador. Khan is popular across geographies and demographics and his collaboration with the therapeutic cool oil brand will take the message from the cities of India to even the deeper pockets of the country.
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Conceptualised by Publicis India, a TVC has been launched where Salman Khan can be seen in a red shirt making a cool entry, Dabangg style, crooning: “Pao thanda thanda cool chamatkar, karo mast champi navratna se…. Champi hum karayenge, cool cool se”
In the TVC, Salman Khan, with his witty demeanour and cool swag perfectly portrays the role of Navratna’s popular icon ‘Raahat Raja’.
The new campaign effectively communicates Navratna Oil’s varied usage and multipurpose benefits. Navratna Oil will not only offer relief from heat-related ailments such as headache, body ache, stress and sleeplessness but also make the user feel relaxed and rejuvenated from the effects of the hot summery weather.
Harsha V. Agarwal, Director, Emami Limited, said, “We are very happy to have India’s evergreen heart-throb Salman Khan on board for our brand Navratna. We found Salman’s mass appeal and fan base to be a perfect match for Navratna’s deep connect with its consumers. We are confident that our new communication with its peppy presentation featuring the superstar will help the brand to scale up its mass appeal quotient further.”
Speaking on the association, Salman Khan said, “I am excited to be associated with Navratna oil. It is an iconic brand that enjoys mass popularity in India. Shooting for the new campaign was a lot of fun, as it was composed and choreographed like a Bollywood song. I am happy to be a part of the thanda-thanda cool cool family.”
The commercial has been directed by Nitesh Tiwari and choreographed by Mudassar Khan.
Navratna Oil, a Rs 700-crore brand, and ayurvedic therapeutic cool oil has a market share of more than 65% in India.