New Zandu Balm ad to encash popularity of Dabangg's song Munni badnaam

KOLKATA: Munni is no longer a headache for Emami. After reaching an out-of-court settlement with Arbaaz Khan Production for the use of words Zandu Balm in its chartbuster Munni badnaam hui, Emami is now ready to cash in on the popularity of the Dabangg song with a new TV commercial to be aired within two days.

Emami is also planning to rope in Malaika Arora Khan, who played Munni, as brand ambassador for Zandu Balm, said a senior company official.

"We are set to release a new Zandu Balm promo, which has clippings from the Dabangg song, in a day or two," said Mohan Goenka, director, Emami. "We are also planning to rope in Malaika Arora Khan as brand ambassador to promote Zandu Balm, but nothing has been finalised yet," Mr Goenka added. Emami will discontinue the TVC if they manage to rope in Malaika Arora Khan.

The makers of brands such as Fair & Handsome, Boroplus and Navratna are keen to use the opportunity to pep up brand Zandu and target a younger audience. Jagdeep Kapoor, managing director of Samsika Marketing Consultants, said: "This is a win-win-win situation for the brand, Malaika and the film’s producer. It has connected Brand Zandu with a trendy, young audience and has rejuvenated it.”

Ad guru and Genesis Film Production managing director Prahlad Kakkar acted as a mediator between Arbaaz Khan Production and Emami. "Following the settlement, the two will now have an opportunity to cross promote each other. Zandu is an old brand and used by people over a certain age group. The song has pitched it into a younger arena," said Mr Kakkar.

The Rs 1,000-crore FMCG company has been trying to reach out to a younger audience with its Virender Sehwag-starrer Zandu Balm advertisement. However, the Dabangg controversy has made Zandu Balm more popular.

"The controversy has created curiosity about the brand. Whether it was deliberate or accidental, the communication is working. So, it will hopefully give positive dividends to Zandu’s top and bottom line," said Mr Kapoor of Samsika Marketing.

Source:ET