Kolkata: India’s leading FMCG major, Emami Limited, has taken a relook at the competitive body lotion category, with the launch of the all-new BoroPlus Total Results Moisturising Lotion. The body lotion is expected to drive the winter sales and bolster the growth momentum of Rs 400 cr BoroPlus portfolio which contributes significantly to the company’s overall turnover.
The company, today, announced the signing of Bollywood actor Kangana Ranaut for BoroPlus Total Results Moisturising Lotion. Kangana, the reigning Queen of Bollywood is a National Award Winner who has breathed life into her characters in movies like Fashion, Life in a Metro, Gangster, Krrish 3, Tanu Weds Manu. An actor with the rare combination of mass and niche appeal, she epitomizes an independent-minded modern woman and essentially a beauty with brains—a trait which resonates with the TG of the brand. With the induction of Kangana, BoroPlus now has both her and Kareena Kapoor Khan endorsing the lotion.
Talking about her association with the brand, Kangana said, “I am thrilled to be associated with BoroPlus, an iconic brand that is synonymous with protection. Hailing from a small-town in Himachal Pradesh, I am well aware of the havoc which winters can create to one’s skin. After all these years, I have finally got a body lotion which combats 8 signs of dryness effectively making the skin look luminous and glowing. BoroPlus Total Results Moisturising Lotion is now my answer to all my winter woes.”
Speaking on the occasion of the launch, Ms. Priti A. Sureka, Director, Emami Ltd. said, “Winter Lotion is a category on a high growth path, both in urban and rural centres, with more than 800 crore in value sales in 2013-14. The category being populated with many players, competition is cut-throat. We have reworked on the overall capability by infusing new advanced product formulations, packaging etc which will deliver heightened customer satisfaction. The all-new BoroPlus Total Results Moisturizing Lotion differentiates itself through its efficacy of treating 8 signs of dryness, thus offering total results. Kangana, with her rare combination of mass and niche appeal across urban and semi urban cities gels well with our brand persona and is a perfect choice as one of our brand ambassadors...”
The brand endorsers’ list of brand BoroPlus has a legacy of star power of legendary actor Amitabh Bachchan, Kareena Kapoor Khan, Sonakshi SInha and Bipasha Basu. The lotion will be available in two variants - one for all skin types (empowered with almond and milk cream) and another for extra dry skin (empowered with Grapes and Olives).
The launch of BoroPlus Total Results Moisturising Lotion would be supported by a 360 degree integrated communication, including digital media. Directed by White Light Moving Pictures Co.Pvt.Ltd., Mumbai, a TVC featuring Kangana Ranaut will go on air soon this month. The campaign would be supplemented by a formidable modern trade and point of sales approach to connect with customers nationally along with Print, Outdoor and Digital promotions.
The Rs.400 crore Boroplus portfolio currently comprises brands-for-all-seasons: BoroPlus Antiseptic Cream, BoroPlus Anti-Pollution face wash range and BoroPlus Prickly Heat Powder. BoroPlus is India’s largest selling antiseptic cream with 72% market share and is also the highest selling antiseptic cream in Ukraine, Russia and Nepal. BoroPlus Antiseptic Cream has grown at a healthy CAGR of 13% in last 3 years.