Emami relaunches Fast Relief, ropes in 6 celebrities for single brand

Emami wants to increase its marketshare in the Rs 1,800 cr rubefacient category from the current 22%

It may be new-age marketing at its best.

From conservation of Cheetah to roping in six celebrities for a to introduction of new brand logo, Kolkata-based Emami Ltd is going all out to catch consumer attention for the re-launch of its power brand Fast Relief with “super fast cheetah formula.”

Through the re-launch, Emami wants to increase its marketshare in the Rs 1800 crore rubefacient category from 22 per cent and also double its presence in pain relief ointment. The overall category of pain relief ointment is around Rs 350 crore, where the company holds 10 per cent marketshare.

“We have already adopted three cheetahs in the Nehru Zoological Park in Hyderabad and are already in talks with five other states for a similar step to take forward the super fast cheetah theme of the new Fast Relief,” said N Krishna Mohan, chief executive officer – sales, supply chain and human capital, Emami.

Moreover, it has roped in five sports persons — cricketer Gautam Gambhir, Olympic medal winning boxer Vijender Singh, badminton champion Saina Nehwal, boxing legend Mary Kom and wrestler Sushil Kumar — a part from Amitabh Bachchan, as brand ambassadors of this single brand.

A series of new television commercials titled “Jeeta Cheetah” will showcase these sports persons and also Bachchan, as a common narrator. With a contemporary packing and a new logo integrating cheetah, the brand will be priced at Rs 35 for a standard tube. Pocket packs will also be available with 4ml sachets for Rs 10 and 1.7 ml sachets for Rs 2.

Fast Relief “Super Fast Cheetah Formula” developed by Emami’s research and development team claims to be fortified with 11 rapid action active ingredients.

“We have reformulated and redesigned the brand targeting the young adults who lead an active lifestyle and due to their lifestyle is prone to aches and pains. This consumer segment seeks instant relief so that there is no discontinuity or impediment in their schedule,” Mohan added.

Apart from Fast Relief, the two other Emami brands in the rubefacient segment are Zandu Balm and Mentho plus balm.