Hrithik to endorse Emami's deodorant range

Bollywood Superstar Hrithik Roshan has been roped in as brand ambassador for his charismatic macho appeal across urban and semi-urban demographies as a celluloid ‘superhero’ which complements the brand’s cliam—‘Be Interesting’. 

 

On the occasion of this announcement, Harsha V. Agarwal, Director, Emami Limited said, “Deodorant, despite being cluttered Rs. 2000crorecategory, is still the largest and fastest growing in the male grooming segment clocking double digit growths. The level of penetration being very low, the segment has dynamic prospects."  

 

"Moreover, consumers have been shifting brand loyalty in this category with a multitude of me-too brands, all in the chic magnet space jostling for consumer attention. This is where 'HE' Deodorant with its differentiated promise of urging its customer to ‘Be Interesting’, as ‘Being Normal is Boring’ will have an edge.  Added to it, the fragrances of deodorants are trickle down of everlasting masculine international perfumes. ‘HE’ is expected to carve a significant consumer mindshare and establish itself as a dominant player in the next few years," Agarwal said.

 

'He' deodorant  will be available in 6 variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician. 

 

The wide range 'He' deodorant offers fragrances from the citrus, oriental, marine, fougere, woody and musk families.   

 

"The International standard fragrances are subtle, yet offer strong & long lasting effect on users, making them feel macho, energetic, confident and full of vitality.  The anti-bacterial property of the deodorant will also help to keep them refreshed and invigorated throughout the day," the company said in a statement.

 

Hrithik Roshan said, “HE Deodorant is for men who detest being common place. In life there are two ways of doing things. The normal, which is also the easiest but boring way or, the interesting way."

 

"'HE' is for those people who want to make things happen. ‘He’ is never boring, ‘He’ is never dull. ‘He’ is always interesting & this is why I didn’t have to think twice before giving my nod to get on board with Emami’s‘HE’ Deodorant," he said.

 

Agarwal further added, “We are extremely happy to have HrithikRoshan on board with us.  Hrithik, with his international appeal resonates with youth. He is a great fit for ‘He’Deo."

 

The pan-India rollout of the product is currently under way.  The product will be available across all markets focusing on 23 top cities including metros and mini metros, tier I and tier II cities  in the North , West and East markets of the country in the initial phase.   The brand will be introduced in Hyderabad and Bangalore markets in the 2nd phase. 

 

The launch of 'HE' Deodorant would be supported by a 360 degree integrated communication, including digital media.  

 

Conceived and developed by Leo Burnett, a TVC featuring Hrithik is on air across channels.