Kolkata Knight Riders’ (KKR) owner Shah Rukh Khan may still be endorsing brands from the Rs 2,000 crore Emami group’s stable, including Fair and Handsome cream, Chyawanprash and Navratna Cool Talc, but Zandu Pharmaceutical Works, now in the Emami-fold, has teamed up with Mumbai Indians as an associate partner in the IPL for 2009 and 2010.
Disclosing this new brand association, Mohan Goenka, managing director, Zandu Pharma and director, Emami Group of Companies, said, “Cricket is worshiped in our country and what better opportunity could we look at than to be associated with IPL. This affiliation will provide Zandu an exclusive platform to reach out to thousands of cricket fans across India”. He did not explain why the group’s newest brand did not associate with KKR.
He said Zandu would now promote its brand through Mumbai Indian players such as master blaster Sachin Tendulkar, ace pacer Zaheer Khan, spin doctor Harbhajan Singh and all-rounder Sanath Jayasuriya, among others.
“Zandu will promote its brand through various marketing campaigns and will also have the right to utilise the Mumbai Indian logo. The Zandu brand name will be embossed on the top right of the players’ uniforms. The company will retain the right to use the images of these players in advertising and promotion for exclusive campaigns,” Goenka said.
The fast moving consumer goods arm of the diversified group manufactures and markets brands such as Boroplus, Navratna, Fair and Handsome, Sona Chandi Chyawanprash, Mentho Plus, and Himani Fast Relief.
Maintaining a compound annual growth rate 25 per cent, Emami has footprints in 60 countries. On offer from Zandu Pharmaceutical Works, Emami recently acquired its brands such as Zandu balm, Kesari Jeevan and Zandu Chyawanprash.
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