FMCG giant, 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.
The company spent about 17.5 per cent of its total revenue 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.
Emami said in its annual report, "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."
The company said, "Emami is one of the highest spenders on advertising and promotion in its category."
It said, "Even as one would presume that the approach to advertising and promotion by most companies follows an established template, Emami has walked the road less travelled."Besides traditional ATL and BTL, the company is also now spending on the digital platforms to get in touch with the new generation.
The company said, "With an increasing number of consumers trending on the internet, Emami enhanced its social media presence. The company customised digital campaign around different product."
Besides the domestic market, Emami also spend in the global markets on advertising and promotions.
According to the company, "The company has also undertaken extensive marketing and advertising campaign overseas to increase its exports business."
Emami's international business accounted for more than 11% of its revenue in 2016-17.