FMCG major Emami
Ltd. has roped in World Champion boxer Mary Kom to endorse its
leading single brand ‘Fast Relief'. This is the first time the company has got
on board a sports star to endorse its products.
In the deal signed
recently, Emami Ltd. has taken five-time World champion Mary Kom, cricketer
Gautam Gambhir, boxer Vijender Singh, shuttle player Saina Nehwal and wrestler
Sushil Kumar to be its brand ambassadors. The quintet will soon be
endorsing the company’s pain relief brand - Fast Relief.
Traditionally,
Bollywood stars have endorsed Emami's brands but now with Fast Relief the
company aims to extend its reach to the big market of sports fan. With the
Olympics around the corner this is a recognition of the growing interest in
sports and the big fan-following of boxing and several
other sports.
This is a big
endorsement for Mary Kom as Emami is one of the most competitive companies
in the pain management category with around 13 percent share of a Rs. 3000cr
market. The other brands in the segment are Zandu Balm and Mentho Plus balm,
encompassing a turnover of Rs 387cr last year.
Emami CEO, Sales
and Supply-chain and Human Capital, N Krishna Mohan said, “Fast Relief is
designed for the active and ‘on-the-go’ population, which is a lot these days.
The theme of ‘Fast Relief’ is fairly reciprocated in the sports field, which involves
injuries and aches. It is sometimes misinterpreted that cricket is the only
game played in the country. With five five-star sports persons endorsing the
brand, the endorsement will celebrate the budding spirit of other sports in our
country.”
So as she packs her
bags for the London Olympics maybe Magnificent Mary can pack a few 'Fast
Reliefs' for her opponents, as they would surely need all the help after facing
her left hook.
Go Mary!
-IOS Sports and Entertainment.
No pain, No gain.
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