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Emami appoints 5 sports stars as brand endorsers

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MUMBAI: Diversified FMCG company Emami has brought on board five sports stars for its instant pain relief ointment brand Fast Relief. Indian cricketer Gautam Gambhir, Olympic medalist Indian Boxer Vijender Singh, badminton champion Saina Nehwal, five times World Boxing Champion Mary Kom and World Champion wrestler Sushil Kumar have joined as brand ambassadors.

Through this move, the brand is attempting to connect with the growing interest and fan following in diverse sports fields. The ointment‘s core target is young adult who leads an active lifestyle and seek instant relief so that there is no discontinuity or encumbrance in their schedule.

This marks a first for the company that has traditionally appointed brand endorsers from the world of films and entertainment including actor Amitabh Bachchan, who will continue to endorse the brand.

Accoding to an official statement by the company, Emami holds 13 per cent market share of the Rs 30 billion pain management category.

Emami CEO - sales, supply chain and human capital N Krishna Mohan said, "Fast Relief is designed for the young and on-the-go population. This segment is very active, has a keen interest and involvement in sports and thus also is injury, aches and pains prone. With five world-class sportsmen for this single brand we are celebrating the growing sporting spirit of the country."

The Emami Group was founded in 1974 and is a Rs 40 billion diversified business conglomerate and has interest in sectors like FMCG, newsprint, healthcare, edible oil, bio-diesel, realty, ball pen tips manufacturing, contemporary art and retail chain with Frank Ross and Starmark. Its flagship company Emami Limited which is valued at Rs 14.60 billion manufactures and markets personal care products that are based on ayurvedic formulation and includes brands Boroplus, Navratna, Fair and Handsome, Sona Chandi Chyawanprash, Mentho Plus, and Fast Relief.

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