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Tag: BoroPlus

  • BoroPlus launches fairness cream in India

    BoroPlus launches fairness cream in India

    MUMBAI: Indian society is at the cusp of a new beginning with more and more women having stories of grit and passion to reach their objectives by overcoming internal and external challenges. Breaking every stereotype, women in India are embracing unique professions and passions. They are the #IndiaKaNayaChehra. With such an active lifestyle, women are on the lookout for a face care product which is not for superficial beauty but that would nourish the skin from within.

    Celebrating this new face, Emami, the Indian FMCG major, has launched a BoroPlus Healthy White fairness cream.

    The television commercial has been directed by Kopal Naithani, one of the most promising women directors in the Indian ad business. 

    The film shows the face of today’s power women of India. This is a country where girls like Avani Chaturvedi ( the first Indian woman fighter plane pilot) or Riya Yadav (a second-year student becoming the youngest female rider to conquer Khardung La – the World’s Highest Motorable Pass in Ladakh). The television commercial champions this incredible spirit, depicted by the women pilot and biker, who march on to fulfil their ambition – uninhibited by the harsh environment around them. ‘She’ is not afraid of any obstacle coming in her way and overcomes all barriers to achieve her dreams. 

    Emami director Priti A Sureka says, “Today’s woman is #IndiaKaNayaChehra as she goes ahead in her pursuit to achieve her objective without worrying about external and internal aggressors. The existing beauty creams in the market offer solutions to your skin conditions but only from the outside. The skin which is exposed to the harsh environmental conditions every day needs more than just a product to make it healthy. That is where BoroPlus Healthy White Fairness Cream comes to your rescue.”

    The key communication was to focus on today’s woman power. It is not about skin whitening but about the fair opportunities for women.

  • Q3-2015: Emami q-o-q marketing expenses up 16 per cent; PAT doubles

    Q3-2015: Emami q-o-q marketing expenses up 16 per cent; PAT doubles

    BENGALURU: Over the past 12 quarters, Q3 of a financial year has traditionally been a good quarter for Emami Limited (Emami). The company’s advertisement and sales promotional spends have been highest during the period under consideration. Following its past convention, Emami increased its advertisement and sales promotion (ASP) spends in Q4-2015 by 16 per cent to Rs 119.25 crore (17.2 per cent of Total Income from Operations or TIO) from Rs 102.84 crore (21 per cent of TIO) in the immediate trailing quarter (Q2-2015) and 35.7 per cent more than the Rs 87.85 crore (15 per cent of TIO) in the corresponding year ago quarter (Q3-2014). During 9M-2015 (YTD), the company’s ASP was up 37 per cent to Rs 312.19 crore (18.8 per cent of TIO) from Rs 227.88 crore (16.6 per cent of TIO) in 9M-2014.

    Note: 100,00,000 = 100 lakh = 10 million = 1 crore

    During a 12 quarter period starting Q4-2013 until the current quarter, Emami’s Q3-2015 ASP is the highest so far in terms of absolute rupees – Rs 119.25 crore (17.2 per cent), but Q2-2015 ASP in terms of per centage of TIO was highest at 21 per cent (Rs 102.84 crore). Fig A below indicates a steep upward linear trend for ASP in terms of absolute rupees and an upward linear gradient for ASP in terms of per centage of TIO. Traditionally, during the last three financial years (FY-2012, FY-2013, FY-2014), Emami’s ASP has been lowest in the fourth quarter and if the company follows the same trend, a drop in ASP for Q4-2015 can be expected.

    Among the brands in Emami’s portfolio are Zandu, Zandu Balm, Himani Navratna, BoroPlus, Fair and Handsome, Emami Vasocare, Emami Mentho Plus, Himani Fast Relief, Zandu Sona Chandi Chyawnprash Plus, Zandu Kesari Jivan, etc.

    PAT and Income

    Emami’s PAT in Q3-2015 almost doubled (grew by 98 per cent) to Rs 183.70 crore (26.5 per cent of TIO) from Rs 92.76 crore (18.9 per cent of TIO) in Q2-2015 and was 21.9 per cent more than the Rs 150.68 crore (25.8 per cent of TIO) in Q4-2014. During 9M-2015, PAT at Rs 347.28 crore (20.9 per cent of TIO) was 19.2 per cent more than the Rs 291.32 crore (21.2 per cent of TIO) in 9M-2014.

    Pease refer to Fig B below. In terms of absolute rupees and percentage of TIO, PAT shows an upward linear trend during the 12 quarter period under consideration.

    Emami’s TIO in Q3-2015 at Rs 692.26 crore was 41.4 per cent more than the Rs 489.60 crore in Q2-2015 and 18.4 per cent more y-o-y from Rs 584.67 crore. During 9M-2015, TIO at Rs 1663.59 crore was 21 per cent more than the Rs 1375.06 crore in 9M-2014. TIO shows an increasing linear trend during the 12 quarters under consideration.

  • Emami ropes in Kangana Ranaut as brand ambassador

    Emami ropes in Kangana Ranaut as brand ambassador

    MUMBAI: The FMCG major, Emami, has taken a relook at the competitive body lotion category, with the launch of the all-new BoroPlus Total Results Moisturising Lotion. The body lotion is expected to drive the winter sales and bolster the growth momentum of Rs 400 crore BoroPlus portfolio which contributes significantly to the company’s overall turnover.

     
    The company has signed actor Kangana Ranaut for the new product. The company believes that the actor with the rare combination of mass and niche appeal epitomises an independent-minded modern woman and essentially a beauty with brains—a trait which resonates with the TG of the brand.   

    Talking about her association with the brand, Ranaut said, “I am thrilled to be associated with BoroPlus, an iconic brand that is synonymous with protection. Hailing from a small-town in Himachal Pradesh, I am well aware  of the havoc which winters can create to one’s skin. After all these years, I have finally got a body lotion which combats 8 signs of dryness effectively making the skin look luminous and glowing. BoroPlus Total Results Moisturising Lotion is now my answer to all my winter woes.”

    Emami director Priti A Sureka said, “Winter Lotion is a category on a high growth path, both in urban and rural centres, with more than 800 crore in value sales in 2013-14. The category being populated with many players, competition is cut-throat. We have reworked on the overall capability by infusing new advanced product formulations, packaging etc which will deliver heightened customer satisfaction. The all-new BoroPlus Total Results Moisturizing Lotion differentiates itself through its efficacy of treating 8 signs of dryness, thus offering total results.  Kangana, with her rare combination of mass and niche appeal across urban and semi urban cities gels well with our brand persona and is a perfect choice as one of our brand ambassadors…”

    The brand endorsers’ list of brand BoroPlus has a legacy of star power of legendary actor Amitabh Bachchan, Kareena Kapoor Khan, Sonakshi SInha and Bipasha Basu.

    The launch of BoroPlus Total Results Moisturising Lotion would be supported by a 360 degree integrated communication, including digital media.  Directed by White Light Moving Pictures,   a TVC featuring Kangana Ranaut will go on air soon this month.  The campaign would be supplemented by a formidable modern trade and point of sales approach to connect with customers nationally along with print, outdoor and digital promotions.

     

  • Emami q-o-q ad and sales promo spend down 44 per cent in Q4-2014

    Emami q-o-q ad and sales promo spend down 44 per cent in Q4-2014

    BENGALURU:  In keeping with its norms, Indian personal and healthcare company Emami Limited (Emami) Advertisement and Sales Promotion (Ad & SP) spend during the last quarter of FY-2014 was the lowest during the year. In Q4-2014, Emami Ad & SP at Rs 49.53 crore was  down (–43.64) per cent as compared to the Rs 87.85 crore in the immediate trailing quarter Q3-2014 and just a meagre 1.18 per cent more than the Rs 48.95 crore in the year ago quarter – Q4-2013.

    Notes: (1) 100,00,000 = 100 lakh = 1 crore = 10 million.

    (2) All trends mentioned in this report are linear trends based on data across nine quarters starting Q4-2012 and ending Q4-2014 and across FY-2012 to FY-2014.

    At 11.11 per cent of net sales, Emami’s Q4-2014 Ad & SP percentage of net sales was the third lowest over a nine month period starting Q4-2012 and ending Q4-2014. The lowest corresponding figure over the nine quarters was in Q4-2012 at 9.19 per cent of net sales (Rs 36.60 crore). During Q3-2014, Ad & SP as percentage of net sales was 15.03 per cent and during Q4-2013 it was 10.85 per cent (second lowest).

    In terms of absolute rupee value terms, Emami’s Ad & SP Exp trends upwards, while in terms of percentage of net sales, it shows a downward trend. Also, in Q1-2013, and Q1-2014, Emami’s Ad& SP Exp was 18.72 per cent (second highest over nine quarters) and 18.85 per cent (highest over nine quarters) respectively of net sales.  If the company follows these norms, Q1-2015 should see a substantial increase in Ad & SP Exp as percentage of net sales. Please refer to Fig 1 and Fig 1A below.

     

    Emami’s PAT and net sales across the quarters under consideration and the three financial years FY-2012 to FY-2014 trends upwards as per Fig 2 and Fig 2A below.

    Among the brands in the company’s portfolio are Zandu, Zandu Balm, Himani Navratna, BoroPlus, Fair and Handsome, Emami Vasocare, Emami Mentho Plus, Himani Fast Relief, Zandu Sona Chandi Chyawnprash Plus, Zandu Kesari Jivan, etc.

  • BoroPlus ropes in Bollywood diva Bipasha Basu

    BoroPlus ropes in Bollywood diva Bipasha Basu

    MUMBAI: One of India’s leading FMCG major, Emami has roped in Bollywood actor Bipasha Basu for BoroPlus. The sultry diva will be endorsing a new face wash range of BoroPlus which is going to be launched soon.

    The glam quotient of the brand BoroPlus has got a major shot-in-the arm with the joining of Bipasha Basu to its brand wagon of celebrities. The brand endorsers’ list already boasts of star power of legendary actor Amitabh Bachchan and Kareena Kapoor Khan.

    On the occasion of this announcement, Emami director Priti A. Sureka said, “Emami has been associated with Bipasha Basu for its Vasocare brand. Now, it is our privilege to get associated with her for another – the power brand BoroPlus. Bipasha is synonymous with beauty, glamour and talent and we feel that her personality will complement the brand image of BoroPlus.  It is also a big boost for the brand to have on board two Bollywood divas Kareena and Bipasha along with the star power of the legendary actor Amitabh Bachchan.”

    BoroPlus Antiseptic Cream is backed by the combined star power of Amitabh Bachchan and Kareena Kapoor Khan, while Kareena also endorses BoroPlus Advanced Moisturising Lotion.

    The Rs 400 crore Boroplus portfolio currently comprises brands-for-all-seasons:  BoroPlus Antiseptic Cream, Boroplus Advanced Moisturizing Lotion and BoroPlus Prickly Heat Powder.  

    BoroPlus is India’s largest selling antiseptic cream with 74 per cent market share and is also the highest selling antiseptic cream in Ukraine, Russia and Nepal. BoroPlus Antiseptic Cream has grown at a healthy CAGR of 12 per cent in last three years.