Emami unveils Smart And Handsome, ropes in Kartik Aaryan as face of brand

Emami Ltd has announced the rebranding of its legacy brand, Fair and Handsome, after two decades since its launch in 2005. It is now rebranded as Smart And Handsome, with actor Kartik Aaryan as its new brand ambassador with the promise of ‘Har Roz Handsome Code’. His association is expected to strengthen the brand’s connection with its young male target audience across urban and emerging markets.

The rebranding marks a pivotal step towards Smart And Handsome becoming a complete male grooming brand. The new positioning statement, “Har Roz Handsome Code”, captures the brand’s commitment to providing men with grooming solutions that enhance both their confidence and personality. It is not just about looking good, but feeling confident in one’s skin every day. The new identity emphasizes the brand’s holistic approach to male grooming – offering effective solutions for face, body, and hair care. For a seamless rebranding transition, the new packaging will prominently feature the message, “Fair And Handsome is now Smart And Handsome”, reinforcing familiarity and trust with the consumers.

Commenting on the rebranding, Mohan Goenka, Vice Chairman and Wholetime Director, Emami Ltd, said, “We see a tremendous opportunity to address a broader spectrum of grooming needs for today’s dynamic young men. The rebranding from Fair And Handsome to Smart And Handsome is a strategic decision driven by consumer insights that highlight a shift towards individuality, diversity, and confidence focusing on natural skin health among today’s young men. Consumers are increasingly open to multiple new-age product formats and solutions that can help achieve and maintain best versions of their own skin. With exciting new product launches on the horizon and Kartik Aaryan as the new face of the brand, we are confident that this refreshed identity as Smart And Handsome as a comprehensive grooming solution will further solidify our leadership in the evolving male grooming market.”

Kartik Aaryan expressed his enthusiasm for the partnership and said, “I’m truly excited to join the Emami family as the face of Smart And Handsome. Grooming today goes beyond appearances – it’s about confidence, individuality, and self-expression. The brand’s vision of holistic grooming resonates deeply with me, offering modern men effective and inclusive solutions that empower them to be their best selves. I’m looking forward to being part of this exciting journey.”

The decision to rebrand is rooted in extensive consumer research, which highlights that today’s men are looking for products that address multiple grooming  concerns such as hydration, oil control, and overall skin health. With India’s male grooming market estimated to be around Rs 18,000 crore in 2024, this shift reflects changing behaviour where men are increasingly investing in products that enhance their confidence.

The rebranding campaign, starring Kartik Aaryan, will launch in mid-January and will include television, digital, and social media activations. The refreshed packaging will act as a bridge to ensure consumer recognition and loyalty during this exciting transition.

With over 500 diverse products, Emami’s portfolio includes brands like Navratna, BoroPlus, Fair & Handsome, Zandu Balm, Mentho Plus and Kesh King.

Emami is well known for its aggressive marketing powered by celebrity endorsements like Amitabh Bachchan, Shah Rukh Khan, Salman Khan, Akshay Kumar, Hrithik Roshan, Ajay Devgn, Shahid Kapoor, Ayushmann Khurrana, Bobby Deol,  Kapil Sharma, Ali Fazal, Madhuri Dixit, Juhi Chawla, Katrina Kaif, Kareena Kapoor Khan, Bipasha Basu, Malaika Arora Khan, Nushratt Bharuccha, Yami Gautam, Kangana Ranaut, Shilpa Shetty, Sonakshi Sinha, Juhi Chawla, Sonu Sood, Vidyut Jammwal, Kartik Aaryan, Varun Dhawan, Tiger Shroff, Surya, Jr. NTR, Sachin Tendulkar, Sourav Ganguly, Shikhar Dhawan, Sania Mirza, Saina Nehwal, Vijendra Singh and many others over the years.

Also Read: Emami fined INR 15 lakh by Delhi Consumer Forum for misleading ad