The Legacy of Innovation
Initiating their legacy of innovation, they introduced imported French perfume and innovative packaging in laminated plastic containers with international
standard Japanese pasting of labels with chic golden borders and motifs which made the products an instant hit in the market. Nothing similar was available
in the market and the products were perceived to be imported. Huge consumer response yielded good margins for the retailers who pushed Emami products on
their own thus helping the friends to charter the path towards success. By 1978, Emami vanishing cream became the market leader with 22% market share and
Emami talcum powder became the No.2 brand in its category in India.
One of the hallmarks of marketing innovation was undertaken right in the beginning by Emami. It successfully established its brands through strong celebrity
endorsements. In a market where competition was intensifying, product lifecycle shrinking and strategic management of a company was gaining pivotal
position, Emami's inclusion of celebrities as brand ambassadors established that the Company strictly relies on its own unique method of marketing.
Emami’s quest for differentiation and innovation led the Company, to be the only one to have two superstars Amitabh Bachchan and Shah Rukh Khan endorsing
its brand, Navratna. Another advertising coup was when Emami featured two big Bollywood names Amitabh Bachchan and Kangana Ranaut on –screen for the first
time together under the ace directorship of Rajkumar Hirani for its brand BoroPlus. ‘ Agar Tum Na Hote’ -, a superhit film of the 80's, saw Emami’s brand
vision through the extensive use of in-film advertising with Rajesh Khanna as the owner of Emami and Rekha being the model for Emami products.
The concept of brand endorsement by celebrities was successfully experimented in case of most of the brand launches in subsequent years and continues to be
a differentiator for all brands from the Emami stable.