Emami unveils new brand positioning for BoroPlus; Kareena Kapoor to endorse

MUMBAI: The personal and healthcare major Emami has announced plans to make BoroPlus a complete skincare brand by 2007, with the launch of many skin care products. The company has also roped in Kareena Kapoor in its club of brand ambassadors.

Kareena Kapoor will be joining hands with Amitabh Bachchan, also a Brand Ambassador for Boroplus, in endorsing the Brand. Emami has set a target to make BoroPlus a Rs 1.25 billion brand by the end of fiscal 2005-2006. Aggression is the key word for the brand, currently growing at 13 per cent, states an official release.

Outlining the growth strategy for BoroPlus, Emami director Harsha V Agarwal says, “Over the years, BoroPlus has emerged as one of the leading players in the entire Skin Care Products Category in India. Now, we plan to build on our competencies in complete skincare. The BoroPlus range will comprise of products which will make possible- protection, nourishment & moisturisation for flawless skin. The launch of Body Lotion is a big step in that direction.”