Fast moving consumer goods major Emami Ltd has roped in actor Hrithik Roshan as one of the brand ambassadors for the ‘Fair and Handsome’ brand.
Hrithik, already a brand ambassador for Emami’s “He” range of men’s deodorants, will now endorse the “fairness” face-wash (under the Fair and Handsome).
The Fair and Handsome brand is pegged at Rs 235 crore, a release issued by the company said.
The brand portfolio, currently includes a “fairness” cream and the face-wash for men. While the cream was launched in 2005; the face-wash was launched last year.
According to Mohan Goenka, Director, Emami Ltd, 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 per cent plus growth rate year on year. We want to capitalise on the opportunity. Roping in Hrithik is a step towards that,” he said.