FMCG company Emami on Wednesday said it has signed up Indian cricket captain M. S. Dhoni and Bollywood actor Preity Zinta to endorse its to-be-launched brand in the edible oils segment.
“They (Dhoni and Zinta) have been signed up to endorse the brand of edible oils that we will be launching on February 19,” Emami Director Aditya Agrawal said.
The celebrities have been signed up for a period of up to three years, he added.
Mr. Agrawal, however, declined to share details regarding fees paid to the stars or the brand name of the edible oil range that will be launched by group firm, Emami Biotech Ltd.
Emami’s edible oils range will include soya, mustard rice bran, palm and sunflower, he said.
Dhoni and Zinta will join a list of stars that Kolkata— based Emami has signed up in the recent past to endorse its various products. They include Amitabh Bachchan, Shah Rukh, Madhuri Dixit, Kareena Kapoor, Govinda, Sourav Ganguly and south Indian actor Mahesh Babu.
Already Zinta has made an informal kick-off to the campaign by twitting about her shooting with Dhoni: “We are shooting a commercial for Emami ... Healthy and tasty cooking oil its a healthy and tasty oil.”
Last year Emami had started work to foray into the edible oils segment with an aim of clocking sales of up to Rs. 200 crore by the next fiscal from the branded segment.
