Emami has spent Rs 443 crore on advertising and promotions last fiscal despite demonetisation, with over 27 brand ambassadors from Bollywood icons Amitabh Bachchan and Shah Rukh Khan to sports celebs endorsing its products.
About 17.5 per cent of the company’s total revenue was spent on brand building in 2016-17, unlike other FMCG makers which had pruned their ad campaigns following demonetisation.
The Kolkata-based company is one of the highest spenders on advertising in its category. Emami products include Navratna Cool Talc, Navratna Oil, Kesh King, Boro Plus, Fair And Handsome and Zandu Balm.
