April 29, 2015: Emami Ltd has roped in actress Shruti Haasan to endorse its popular Navratna Cool Talc. The brand is currently endorsed by Amitabh Bachchan, Shah Rukh Khan and Telugu actor NT Rama Rao Jr aka Jr NTR.
Shruti Haasan will endorse a new citrus variant of Navratna Cool Talc launched this summer. A television campaign featuring her, developed by Cutting Edge Productions, will have a pan-India launch in April.
Emami director Harsha V Agarwal said consumers are keen to try new and fresh fragrances in their talc.
Navratna is the market leader in the cooling talcum powder category, growing at a CAGR of 21 per cent for the last five years. The Rs 600-crore Navratna brand portfolio includes Navratna Oil, Navratna Extra Thanda Oil and Navratna Cool Talc.