Emami spends 17.5% of revenue on ads, promos

first_imgNew Delhi, Jul 10 (PTI) FMCG major Emami spent Rs 443 crore on advertising and promotions last fiscal despite demonetisation, with over 27 brand ambassadors from Bollywood icons Amitabh Bachchan and Shah Rukh Khan to sports celebs endorsing its products.About 17.5 per cent of Emamis total revenue was spent on brand building in 2016-17, unlike other FMCG makers which had pruned their ad campaigns following demonetisation.The Kolkata-based company is one of the highest spenders on advertising in its category. Emami products include Navratna Cool Talc, Navratna Oil, Kesh King, Boro Plus, Fair And Handsome and Zandu Balm.”Despite Demonetisation when consumer offtake moderated, the company invested Rs 443 crore in FY 2016-17 compared with Rs 430 crore in FY 2015-16,” Emami said in its annual report.In a sudden move, the government had last November demonetised high-value Rs 500 and Rs 1,000 notes, withdrawing at one stroke about 86 per cent of the total currency in circulation and leading to huge cash crunch across all sectors of the economy.The company presently has a strong line of personalities from entertainment and sports world which includes Bollywood icons as Amitabh Bachchan and Shah Rukh Khan.Besides it has Hrithik Roshan, Kangana Ranaut, Shahid Kapoor, Madhuri Dixit, Juhi Chawala, Kareena Kapoor Khan, Shilpa Shetty, Shruti Hassan, Parineeti Chopra, Yami Gautam, Sonakshi Sinha, Tapsee Pannu, Bipasha Basu, Jr NTR, Surya, and Huma Qureshi on its roles.While from sports world the company has roped in Milkha Singh, Sourav Ganguly, M S Dhoni, Sania Mirza, Saina Nehwal, Mary Kom and Sushil Kumar. Kathak dancer Pandit Birju Maharaj has also endorsed Emami.advertisement”Emami is one of the highest spenders on advertising and promotion in its category,” the company said.In 2016-17, it had a revenue of Rs 2,532.61 crore as against Rs 2,397.55 crore of a year ago.”Even as one would presume that the approach to advertising and promotion by most companies follows an established templates, Emami has walked the road less travelled,” it said.Besides traditional ATL and BTL, the company is also now spending on the digital platforms to get in touch with the new generation.”With an increasing number of consumers trending on the internet, Emami enhanced its social media presence. The company customised digital campaign around different product,” the company said.Emami is also taking the help of its analytic team in this regard.Besides the domestic market, Emami also spend in the global markets on advertising and promotions.”The company has also undertaken extensive marketing and advertising campaign overseas to increase its exports business,” said Emami.Emamis international business accounted for more than 11 per cent of its revenue in 2016-17.Emami was the first to engage in in-film advertising in 1980s through the film Agar Tum Na Hote starring Rajesh Khanna and Rekha. PTI KRH SAlast_img read more

Australian Camp Diary – Jessica McCall

first_imgFollowing the weekend’s training camp in Sydney, Australian Women’s Open squad member, Jessica McCall tells us about how the camp went and the squad’s excitement in the lead up to the 2015 World Cup. I always get excited when it comes to an Australian Touch Camp because although we all live pretty far apart, when we come together it feels like we see each other every week. Although when everyone arrived, we hadn’t seen each other since we were playing against each other at State of Origin a few months ago so we had the usual catch up with everyone while preparing for the start of the camp. While Belly, Phil, Swingers and Marto got the formalities out of the way about what to expect in the next six months, we had a few fresh faces that have been included into the squad which is always great to see. Hannah, Laura, Tamika and Sammy were included into the Women’s squad after an amazing year of Touch from all four of them. Belly also had asked three Under 18’s Australian reps to train with us which gave them in insight into the Australian Open’s Team and hopefully where they’ll end up in next couple of years.While we all knew that we had a fitness test before the camp, everyone was a bit on edge, especially me, as we all knew Belly likes our team to be physically fit as he likes a running game. While there were a few nervous faces and a few panic attacks, the test got under way. We ran for eight minutes, had an eight minute break and then ran for eight minutes again. While it doesn’t sound like much, the test is quite physically demanding and even more mentally demanding. Luckily I had Hannah Dyball helping me every step along the way but the whole team really put in a massive effort which I think comes down to our attitude to retaining the World Cup. With fitness out of the way, Belly decided to put us into two teams: Cows and Ducks. The Ducks were practically any squad member under 20 years of age versus the Cows which we classified as the older but more experienced.  Although the Cows didn’t possess the youthfulness or the speed of the Ducks, the Cows had experience and experience won us the first challenge of line attack. The young ones were punished by Phil with V-sit holds and the young ones were determined to get back at us. Dummy-half running was next on the agenda and my team, the Cows thought it would be a good idea to give the Ducks some confidence and let them win this challenge, although this punishment would happen after our 20 metre Touch game. 20 metre Touch is a variation of Beach Touch and the Old Cows were once again winners so we ended up doing the punishment which was planks. The day was over after Ice Baths and everyone is a little sore and sorry but a very successful first day.We arrived on Sunday quite early and as everyone is booting up, Laura Peattie realises she forgot her boots. So lucky a Touch friend lived close by and her dad Ray Ray drove her boots out to her. The morning session revolved around driving patterns and yet again another challenge occurred with the experienced Cows winning again and the young Duckies had to army crawl the whole length of the field. This was one challenge us Cows knew we had to win as we probably wouldn’t be able to stand up if we had to do this punishment.We then had a proper game against the West’s Division One Men’s team which really showed us how far we’ve come in the space of two days. Our driving, talk and defence was amazing and the commitment shown by every player was world class. When the game finished we all knew we that we had something special within this squad and every player could pull on the Green and Gold jersey without any hesitation. If only we were allowed to take 20 players to the World Cup as I believe everyone deserved a spot to take the field in the World Cup.Our whole team would like to thank Belly, Swingers and Phil for such an organised camp and we all know the direction in which the Australian Women’s Open team is headed in. To Marto, thanks for being our Touch mum while at camp and knowing what we are going through really helps us more than you know. To TFA, thank you for your time and for organising a great camp for the entire Open squads. Related LinksAussie Camp Diarylast_img read more