The Kolkata-based firm that had once signed up ex-India captain Sourav Ganguly, is now looking beyond cricketers and eyeing other sports personalities for its different products.
"Celebrity endorsement has worked for us and we will continue with it. As the company grows and our portfolio increases, we will rope in more celebrities," Emami Ltd Director Aditya Agarwal told PTI.
The company has celebrities, including Amitabh Bachchan, Shah Rukh Khan, Mahendra Singh Dhoni and Bipasha Basu, among others in its list. It is now adding 'Tanu Weds Manu' star Kangana to endorse the skincare range of products.
Already Kareena Kapoor endorses 'Boroplus' brand, while Basu was recently roped in to promote other skincare products.
"Ranaut will endorse a multitude of skin care products under brand Emami. This will be apart from Boroplus," Emami Ltd Director Priti Surekha said.
Agarwal said Kangana will endorse existing products in the skincare segment, besides a new product range that Emami is likely to introduce very soon.
Beyond celebrities from celluloid, Emami is now also looking to widen its list of sportspersons.
"We are still looking for more celebrities. This time we want sports people other than cricket to endorse our range of products," Agarwal said.
The company spends about Rs 250 crore on marketing initiatives including television commercial, celebrity endorsements and other below the line activities.
Deccan Herald is on WhatsApp Channels| Join now for Breaking News & Editor's Picks