EMAMI’S ENTRES INTO DEO SPACE: LAUNCH “HE” DEO:SIGNS HRITHIK ROSHAN AS BRAND ENDORSER

By 1 2 1 News Reporter

Chandigarh 14^th June:- Emami Ltd, the Rs. 1821 crore FMCG major in India has ventured into the competitive deodorant turf with the launch of its "HE" Deodorant. Bollywood Superstar Hrithik Roshan has been roped in as brand ambassador for his charismatic macho appeal across urban and semi-urban demographies as a celluloid 'superhero' which complements the brand's promise—'Be Interesting'. 

On the occasion of this announcement, Harsha V. Agarwal, Director, Emami Limited said, that "HE" Deodorant with its differentiated promise of urging its customer to 'Be Interesting', as 'Being Normal is Boring' will have an edge.  Added to it, the fragrances of deodorants are trickle down of everlasting masculine international perfumes. 'HE' is expected to carve a significant consumer mindshare and establish itself as a dominant player in the next few years. "He" Deodorant  will introduce a slew of interesting fragrances inspired by all-time bests from the international fragrance family bottled in 6 variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician. The wide range "He" Deodorant offers fragrances from the citrus, oriental, marine, fougere, woody & musk families.   The International standard fragrances are subtle, yet offer strong & long lasting effect on users, making them feel macho, energetic, confident and full of vitality.  The anti-bacterial property of the deodorant will also help to keep them refreshed and invigorated throughout the day.  "HE" Deodorant will be available in 150 ml bottles, competitively priced at Rs.180/-.

He added that targeted at the new alpha male conscious about their machismo and raring to tread "interesting" roads, the product comes in a stylish & masculine seamless bottle without cap and stylized grooves.  The first ever brand in a premium fiber exterior with snazzy graphics offering differentiated packaging to break the clutter and appeal to the youth, has been designed by a London based firm.

HrithikRoshan, the celebrated actor & brand ambassador, said, that "HE Deodorant is for men who detest being common place. In life there are two ways of doing things. The normal, which is also the easiest but boring way or, the interesting way."HE" is for those people who want to make things happen. 'He' is never boring, 'He' is never dull. 'He' is always interesting & this is why I didn't have to think twice before giving my nod to get on board with Emami's'HE' Deodorant.