Emami infuses more star power in its brands, gets Salman Khan on board

Salman Khan has joined the ever expanding brand ambassador club of Emami, joining forces with Amitabh Bachchan in endorsing the Group’s edible oil brands – Emami Healthy & Tasty, Himani Best Choice and Rasoi, apart from Bake Magic, a speciality fat brand. Salman Khan will endorse the brand Himani Best Choice. Emami brands have been endorsed by celebrities like Shah Rukh Khan, Hrithik Roshan, Kareena Kapoor Khan, Kangana Ranaut, Shahid Kapoor, Sania Mirza and many more over the years. 

A new TVC starring Salman Khan is expected to go on air soon across all major channels. The TVC, produced by Opticus Inc., has been conceptualised, written and directed by Nitesh Tiwari of ‘Dangal’ fame, whereas famed cinematographer Setu of ‘Kahani’ and ‘Dangal’ fame is the cinematographer and Ivan Fernandez is the food stylist. 

People in India do not ‘just eat food’. They eat to celebrate moods and moments. For example, if it’s raining outside, it has to be complemented by lip smacking pakoras; travelling by train never gets exciting enough if there are no samosas or jhaal muri (puffed rice mixture); any happy occasion or festivals like Diwali is not complete without ladoos, and the list is endless. Portraying this diverse gastronomical moods of India, Salman Khan will be seen in the commercial in such varied situations, celebrating the great Indian foodie. 

Aditya Vardhan Agarwal, Director, Emami Group, commented, “After attaining the leadership position in the Eastern markets, we now have ambitious plans to take our edible oil brands on national platforms. To reach out to the consumer base nationally, what could have been a better idea than to have two heavy duty stars on board who enjoy a strong pan-India appeal that cuts across with both masses and classes. Salman Khan has a huge fan following, which is evident from his slew of box office grossers like ‘Sultan’, ‘Kick’, ‘Bajrangi Bhaijaan’, ‘Dabangg’ and more recently, ‘Tiger Zinda Hai’ and we felt that he would be the right fit along with Big B to take our brands to a wider consumer base.” 

Manish Goenka, Director, Emami Group, added here, “We expect our new campaign with Salman Khan to have huge consumer connect as he promotes our brand in his inimitable style in real life situations. We are also confident that with both Salman Khan and Amitabh Bachchan on board, it will be equally exciting for our distributors and channel partners to make our presence felt in the national branded edible oil market.”