Salman Khan joins force with Big B For Emami’s edible oil business

Bhubaneswar: Salman Khan, the “Bhai” of Bollywood joins the ever expanding brand ambassador club of Emami. By clinching this deal, Emami scripts a blockbuster in India’s brand association history as Salman joins force with legendary superstar Amitabh Bachchan in endorsing the Group’s edible oil brands. Emami has 3 brands in their edible oil business – ‘Emami Healthy & Tasty’, ‘Himani Best Choice’ and ‘Rasoi’apart from ‘Bake Magic’ – a speciality fat brand.Emami brands are endorsed by celebrities like Shah Rukh Khan, Hrithik Roshan, Kareena Kapoor Khan, KanganaRanaut, Shahid Kapoor, Sania Mirza and many more over the years.

A new TVC, starring Salman Khan, is expected to go on air soon across all major channels. The TVC, produced by Opticus Inc., isconceptualised, written and directed by Nitesh Tiwari of ‘Dangal’ fame, whereas famed Cinematographer Setuof Kahani/Dangal fame is the cinematographer and Ivan Fernandez is the Food Stylist.

People in India do not ‘just eat food’. They eat to celebrate moods and moments. For example, if it’s raining outside, it has to be complemented by lip smacking pakoras; travelling by train never gets exciting enough if there are nosamosas or jhaalmuri(puffed rice mixture); any happy occasion or festivals like Diwali is not complete withoutladoos and the list is endless. Portraying this diverse gastronomical moods of India,Salman Bhai would be seen in the commercial in such varied situations, celebrating the great Indian foodie.

Speaking on this occasion, Mr. Aditya Vardhan Agarwal, Director, Emami Group said, “After attaining the leadership position in the Eastern markets, we now have ambitious plans to take our edible oil brands on national platforms. To reach out to the consumer base nationally, what could have been a better idea than to have two heavy duty stars on board who enjoy a strong pan-India appeal that cuts across with


both masses and classes. Salman Khan has a huge fan following which is evident from his slew of box office grossers like Sultan, Kick, BajrangiBhaijaan, Dabangand more recently Tiger Zinda Hai and we felt that he would be the right fit along with Big B to take our brands to a wider consumer base.”

Mr Manish Goenka, Director, Emami Group added, “We expect our new campaign with Salman Khan to have huge consumer connect as he promotes our brand in his inimitable style in real life situations. We are also confident that with both Salman Khan and Amitabh Bachchan on board, it will be equally exciting for our distributors and channel partners to make our presence felt in the national branded edible oil market.”


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