Emami relaunches its Fast Relief brand

Kolkata-based fast moving consumer goods major Emami Ltd has relaunched its Fast Relief brand in a new avatar lining up six celebrities as endorsers of a single brand.

For the brand, reintroduced as Fast Relief Super Fast Cheetah Formula, Emami has roped in five sports personalities and actor Amitabh Bachchan. In a series of television commercials titled “Jeeta Cheetah”, boxer Vijender Singh, badminton champion Saina Nehwal, boxing legend Mary Kom and wrestler Sushil Kumar will endorse the brand, while Bachchan is the common narrator.

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.

 

Apart from Fast Relief, the two other brands in the segment are Zandu Balm and Mentho plus balm, churning a combined turnover of Rs 400 Cr last year.The overall category of pain relief ointment is around Rs 350 crore, where the company holds 10 per cent marketshare. “We expect Himani Fast Relief to double our market share in the next two years with a host of initiatives like this,” said N Krishna Mohan, chief executive officer – sales, supply chain and human capital, Emami.