Emami ropes in Parineeti Chopra to endorse skincare product

FMCG firm Emami has roped in Bollywood actress Parineeti Chopra to endorse its new skincare product BoroPlus Cocoa Soft Moisturising lotion.
Without divulging details of the endorsement, Emami said the product targets young women between the age 20-30.
"Parineeti is the latest entrant to the Emami endorsers' club and becomes the face for brand BoroPlus which boasts an ensemble star power like Amitabh Bachchan & Kangana Ranaut," Emami said in a statement.
"Moisturising lotion is a cluttered Rs 1,500 crore plus category buzzing with many players," Emami Ltd Director Priti Sureka said.
"It is important to generate a top-of the-mind recall. With a National Film Award in her kitty, our new brand ambassador Parineeti Chopra, is a perfect brand-fit who possesses a universal appeal for all," she added.

The company will soon roll out new ad campaign featuring Chopra. The ad film will be run in cinema halls and will also be promoted digitally.
"The film is going to be rolled out primarily in UP, Maharashtra, NCR, West Bengal, Madhya Pradesh, Gujarat and Karnataka," the company added.
BoroPlus Cocoa Soft Moisturising lotion is priced at Rs 85 for 100 ml pack.