After cashing in on the Munni campaign to market the Zandu Balm brand in 2010, the company has now roped in five sporting icons -- cricketer Gautam Gambhir, Olympic medal winning boxer Vijender Singh, badminton champion Saina Nehwal, five-time world boxing champion Mary Kom and wrestler Sushil Kumar -- for its Fast Relief brand.
"This segment is very active, has a keen interest and involvement in sports and, thus, is also prone to injuries, aches and pain. With five world-class sportsmen for this brand, we are celebrating the growing sporting spirit in India," said N Krishna Mohan, chief executive officer (sales, supply chain and human capital).
Emami is one of the largest players in the pain management category, accounting for a market share of about 13 per cent of the Rs 3,000-crore (Rs 30-billion) segment.
Apart from Fast Relief, the company also has the Zandu Balm and Mentho Plus brands in this category.
Last year, turnover from the company's business in this segment stood at Rs 387 crore (Rs 3.87 billion).
The company did not divulge the remuneration for the new signings.
Top Bollywood stars like Amitabh Bachhan, Shah Rukh Khan and Bipasha Basu are signed for amounts ranging between Rs 3 crore (Rs 30 million) and Rs 6 crore (Rs 60 million) for two-three years.
A senior company official said sales of the Fair and Handsome brand rose two-fold once the company roped in Shah Rukh Khan in 2006.
"The case of the Zandu Balm Munni campaign is similar (after roping in Malaika Arora Khan for about Rs 1 crore or Rs 10 million, sales of the brand rose 35 per cent in a month).
Regionally,
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