MUMBAI: The Emami Group has roped in Telugu actor Junior NTR as the brand ambassador for Navratna products - primarily Navratna oil and Navratna cool talc.

The Navratna brand was previously endorsed by another Telugu actor Mahesh Babu.

Said Emami director Harsh Agarwal, "We are very proud to have Junior NTR as our brand ambassador to promote Navratna. He is someone who is known for his premium talent. The actor‘s refreshing personality resonates perfectly with our brand attributes as well. Moreover, Junior NTR cuts across age groups and demographics and appeals to a large audience through profuse quality entertainment."

The campaigns are being conceptualised by Navratna‘s advertising agency Mudra Communications and will go on air soon. Ntr‘s Navratna Oil ad will be directed by SS Rajamouli and is designed for the state of Andhra Pradesh.

The brand has been endorsed by stars like Amitabh Bachchan and Shah Rukh Khan, Govinda, Sourav Ganguly, Mahesh Babu, Chiranjeevi, Surya and Upendra.

Emami Group‘s flagship company, Emami Limited, is engaged in the FMCG business; it manufactures and markets brands like Boroplus, Navratna, Fair and Handsome, Sona Chandi Chyawanprash, Mentho Plus, and Himani Fast Relief.