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Hyderabad/Kolkata, Aug. 18

With Mr Chiranjeevi, the Telugu film actor, announcing the launch of a political party on Sunday, Emami, the West Bengal-based healthcare and products company, has roped in filmstar Mr Mahesh Babu to promote Navratna oil. Mr Chiranjeevi has been a brand ambassador for the oil product for the last three years. “Our contract with him came to an end in July. It is not going to be renewed,” a company executive told Business Line. They, however, r efused to say whether it was Mr Chiranjeevi’s decision not to extend the deal. Sales of the oil had shot up thanks to his association with the brand. “We have just signed up Mr Mahesh Babu, another popular Telugu hero, for promoting the product. Our association is likely to begin in October 2008,” the executive said.

When contacted, Mr Harsha Agarwal, Executive Director, Emami, said Chiranjeevi expressed a desire not to renew the contract, which the company agreed to. —

Our Bureau

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