Zandu & Viru: The master pain blaster!

Now, this daredevil and his comrade-in-arms, Gambhir, might prove to be the most destructive opening combinations in world cricket and give enough headaches to the gentlemen players globally, but brand Emami found Viru to be the most trustworthy when it comes to blasting pain away together with Zandu power! And why not, since his is one of the most reliable heads on which Indian cricket's laurels rests easy.

Riding high on the crest of IPL frenzy, the action-savvy Emami brand which has always been the metaphor for accomplishments and agility also decided to pad up to play for its Zandu Balm brand, riding on the popularity of three top Indian cricketers ” Virender Sehwag, spin doctor, Amit Mishra and ace batsman, Dinesh Karthik as brand ambassadors for Zandu Balm brand.

With the signing of a two-year contract this triumvirate is now working on a television commercial (TVC) to be directed by ace-adman Prahlad Kakkar on a script to be penned by Adi Pocha. Stating that the brand aims to make a foray into the young market, Mr Mohan Goenka, Director, Emami Group of Companies, said, "What better opportunity could we look at than to be associated with cricketers of fame like Virender Sehwag, Amit Mishra and Dinesh Karthik, and let the brand ride high on their players' popularity and acceptance."

Goenka also said that the Rs200-crore Zandu Balm brand wants to be popular in the young sporting consumer market as a symbol of best pain and strain reliever. The association with the energetic trio will give the brand a facelift and the right platform connect with its juvenile target audience, especially in North India. Zandu Balm is under the Rs 3000-crore diversified business group, Emami, following Zandu Pharmaceutical Works Ltd's acquisition in 2009. The brand hopes to register an annual growth rate of 15% while providing relief to countless aching heads and strained muscles in the coming years!