Published On: Mon, Mar 9th, 2015

Fair and Handsome gets a new face in Hrithik Roshan

10805660_816642468400736_5540472420712067953_nKolkata: Emami Limited, one of India’s leading FMCG companies, today announced roping in of Bollywood Superstar Hrithik Roshan as one of the brand ambassadors for Fair and Handsome, a Rs 235 crore power brand and a category creator. The popular actor will be endorsing Fair and Handsome Instant Fairness Face wash which was launched in February 2014. With this, Hrithik becomes the second celebrity to join the Fair and Handsome portfolio after eight long years since Shah Rukh Khan first started endorsing the brand.

Speaking on the occasion of the launch, Mr Mohan Goenka, Director, Emami Ltd said, “In the first year of its launch, Fair and Handsome Instant Fairness Face Wash™ has helped us to strengthen our presence in the burgeoning men’s grooming category. The consumer response has been very encouraging showing the deep trust that the consumers had reposed on the brand Fair and Handsome. It is our endeavor to always come up with differentiated offerings to not only meet the consumer needs, but to delight them.”

Mr Goenka further added “The Face Wash category is nascent and the habit of using a face wash is building up now. There is a lot of potential in the men’s face wash category which is approx Rs 250 crores in size, and has been witnessing an exciting 50% plus growth rate year on year. We want to capitalize on the opportunity and the roping in of Hrithik Roshan is a step towards that. Hrithik Roshan embodies what Fair and Handsome stands for: toughness and for men who are tough. He is known to be an all-rounder for essaying multifarious roles on screen. This has a direct resonance with the Facewash which delivers all-around performance by giving an instant fairer look, a refreshed feel, removing oil, sweat and dirt – all in a single splash.”

The scientifically advanced formula has a unique Turbo Cleansing System with Actifair Peptide, that helps remove Dirt, Oil and Sweat giving a Cleaner and Instantly Fairer Look in ‘Bas ek splash.’ The product has been specially formulated to ensure that the tough and thick male skin gets thoroughly cleansed.

Hrithik Roshan, the celebrated actor and brand ambassador, said, “I am happy to be associated with Emami Fair and Handsome, the brand that kick-started the men’s grooming phenomenon in India. The brand has a clear focus on rejuvenating dull skin and restoring it’s lost sheen. In the Indian summers, however tough men may be, it is but natural for men’s skin to be over-exposed to sunlight, sweat, oil and dirt due to the strenuous demands of the present-day environment. I experience them regularly as my shoots take me Outdoors, ruthlessly exposing my skin to these elements. Emami Fair and Handsome Face Wash gives me a refreshed feel and an instantly brighter look and I am glad the brand is putting emphasis on this aspect.”
The roping in of Hrithik Roshan for Fair and Handsome Instant Fairness Face Wash would be supported by a 360 degree integrated communication. A TVC featuring Hrithik, developed by Vox Parables and directed by Vishal Vij will go live on air from soon.
The Rs. 235 Crore Fair and Handsome Brand Portfolio currently comprises Fair and Handsome Fairness Cream and Fair and Handsome Instant Fairness Face Wash. Launched in 2005, Fair and Handsome Fairness cream is the first fairness cream for men in India with a market share touching 64%. Fair and Handsome Instant Fairness Face Wash, the first extension from the portfolio was launched in March 2014.

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