Emami, which has traditionally focused on brand endorsers from the world of films and entertainment (like actor Amitabh Bachchan), has attempted to connect with the growing interest and fan following in diverse sports fields. The company has has bought on Indian sportspersons Gautam Gambhir, Vijender Singh, Saina Nehwal, Mary Kom and Sushil Kumar to endorse its instant pain relief ointment brand Fast Relief.
Speaking about the appointments, N Krishna Mohan, chief executive officer – sales, supply chain and human capital, Emami, said, “Fast Relief is designed for the young and on-the-go population. This segment is very active, has a keen interest and involvement in sports, and thus is also injury, aches and pains prone. It is always said India is a nation where only cricket is played. But we will say India is a nation where cricket is also played along with many others games. With five world-class sportsmen for this single brand we are celebrating the growing sporting spirit of the country.”
While Gautam Gambhir was part of the world cup winning cricket team, Mary Kom is a five time world boxing champion, and Sania Nehwal a Commonwealth Games medallist in Badminton. Sushil Kumar and Vijender Singh are Olympic medalists in Wrestling and Boxing respectively.