Navratna Cool Talc, a brand extension of the Emami Ltd-owned Navratna power brand, aims to achieve 25 per cent growth in sales this year.
Emami plans to roll out a new campaign in early-June this year through press advertisements, television campaign, radio spots and in-theatre commercials, targeting Uttar Pradesh, Bihar, Madhya Pradesh, Maharashtra, Jharkhand, Chhattisgarh and Tamil Nadu, the release said.
The new ad campaign would be coupled with brand new ‘ Thanda thanda Cool Cool’ campaign featuring Shahrukh Khan.
As a leg-up to its expansion drive in the southern markets, the company has roped in N T Rama Rao Jr. to feature in the same campaign.
“Navratna Cool Talc has been growing at 40 per cent year-on-year since 2006 although the growth of the talcum powder category as a whole has nosedived. Our strategy to focus on building robust umbrella brands with strong and consumer relevant sub-brands is giving us the envisaged results,” said N. Krishna Mohan, CEO, Sales, Supply and Human Capital, Emami Ltd.
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