Emami calls social media pitch for Navratna, Dermicool

FMCG major Emami is on a hunt, seeking a social media partner for two of its personal care brands—Navratna and Dermicool. The competitive pitch is presently in its initial stage.

Sources close to the development have told Campaign that the process has been initiated at company’s head office in Kolkata. Pitch invitations have been sent out to selected agencies.

The new agency will be tentatively finalised in a month’s time.

Sources also suggested that the social media duties are slated to be awarded to one chosen agency as both brands have a common business head in Kaushik Vedula, who is associate vice president of marketing for the brands.

In the last one year, Emami released ad campaigns for Navratna oil featuring comedian Kapil Sharma and actor Salman Khan while actor Varun Dhawan was seen in Navratna’s Deo Talc's advertisement. Dermicool Talc ‘Garmi Ki Pakad’ campaign was also aired during this period. All creatives were executed by Wondrlab and Wondrlab WYP.

Established in 1970s, the Emami Group is a diversified conglomerate with presence in FMCG, paper and packaging board to edible oils and food manufacturing, real estate, retail, pharmacy chain, contemporary art and more. FMCG brand Emami has a portfolio of over 450 products, including BoroPlus, Navratna, Fair and Handsome, Zandu Balm, Mentho Plus Balm, Sona Chandi Chyawanprash, and HE deodorant. As per the company's website, its products are available in over 4.5 million retail outlets through a network of more than 2800 distributors across India, while its global footprint spans over 60 countries.