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Emami's Fair & Handsome

"Our initial worry was men would be shy and not buy it. But these fears have proven unfounded."

- Mohen Goenka,
Director, Emami.
(Source: BBC News, Mumbai)

After knowing the potential of this new segment Emami, in June 2005 in collaboration with Activor Corp, USA launched 'Fair & Handsome'. Before launching this product all over the country Emami conducted test marketing in Hyderabad and got very exciting result. The product was launched in Andhra Pradesh (June 2005), Karnataka (August 2005) and nationally (October 2005); Now the product is available across 900,000 all over the country. After getting unexpected success in domestic market the product also made its mark in the international market - Holland, Bangladesh, Nepal, Sri Lanka, Pakistan and Middle East.

Emami relied heavily upon emotional advertising in their communication/promotional strategy. Emami launched a nationwide TV advertorial "Hi Handsome, Hello Handsome" in different channel at the time of launching the product. Same time Emami invested heavily on Print advertising mostly on hording in different city using different caption like - "Hey man, are you using lipstick? Then why you are using fairness cream of female?" The promotional campaign also comprised the display of products across 5,000 outlets, display cum availability in 25,000 outlets and promotions in school and college campuses.

Gone are those days where men were only interested in their careers, because the man of today thinks a lot beyond that. They want to earn money to spend it on their lavish lifestyle.

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* Contributed by: -
Kunal Gaurav,
Research Scholar,
ICFAI Institute for Management Teachers, Hyderabad.