Emami, in collaboration with Activor Corp, USA, herbalists and dermatologists from Indiahas created a unique fairness cream

for Men with a breakthrough Five Power Fairness System to make skin fair and handsome in 4 weeks. It also helps in relieving stress and fatigue signs - gives mens tough skin a firmer look. Emami Fair And Handsome World's No.1 fairness cream protects men's face from sun's UV Rays.

Emami has signed on Bollywood heart-throb and superstar Shahrukh Khan for endorsing their brand Emami Fair and Handsome. Emami Fair and Handsome, the world's No.1 Fairness cream for men, is the first in its category to sign on a Bollywood star as its brand ambassador in India.

Q 1: Why women's skin products are not as effective on men? Ans: The collagen structure of male skin is very different from that of female skin. Compared to women's skin, male skin is: 3 times more exposed to sun's UV rays. 5 times more exposed to pollution. 2 times more exposed to stress factors. Daily exposed to the harshness of blades while shaving.

Q 2: Has the efficiency of Fair And Handsome Fairness Cream dermatologically tested on Indian male skin? Ans: Fair And Handsome Fairness Cream has been extensively tested on Indian male skin. The results are as follows: 73% reported it made them significantly fair. 75% found effective oil control. 78% found it to be an effective after-shave moisturizer.

Q 3: What is Peptide Complex and how it works on skin?

Ans: It is invented by US- based Dr. Chanda Zaveri, protege of a twotime Nobel prize winner. The double strength Peptide complex effectively penetrates tougher male epidermis to regulate melanin production. Creates natural sunscreen to protect against UV rays. What It Does? Dramatically improves fairness in just 4 weeks. Peptide in combination with Vetiver, Rose Water and other herbs makes skin fair and fresh with a pleasant cooling sensation. Moisturizes skin even after shaving. Relieves stress and fatigue signs.

Q 4: What is Fair And Handsome's Unique 5 Power Fairness System for tough male skin and how it works? Ans: Emami in collaboration with Activor Corp, USA herbalists and dermatologists from India, has created a unique fairness cream for men called Fair And Handsome with a breakthrough 5 power Fairness System to make skin fair and handsome in 4 weeks. The 5 power Fairness System consists of the following: Double Strength Peptide Complex: The wonder molecule patented in the USA effectively penetrates tougher male epidermis to regulate melanin production. Sunguard: Revolutionary double power sunguards counter over exposure of male skin to sun and protect it from harmful UV rays. Anti-Bacplus: Breakthrough anti-bacplus agents actively protect skin against pollution and dark shadows caused by daily shave, nicks and cuts.

Stressbuster: Sensational nutra-complex relieves stress and fatigue signs. It also remove dead cells and rejuvenate skin. Herbocool: A unique combination of refreshingly cool herbs like Vetiver, Mint and Liqourice makes skin fair and fresh with a pleasant cooling sensation.

Q 5: What are the key ingredients used in Fair And Handsome Fairness Cream? Ans: Fair And Handsome Fairness Cream contains the following ingredients: Peptide Liqourice Vetiver Aloe Vera

Q 6: How often do I have to use Fair And Handsome Fairness Cream? Ans: Use twice daily.

Q 7: Is Fair And Handsome Fairness Cream availabe in trial pack? Ans: Fair And Handsome Fairness Cream available in three sizes viz, 9ml, 30ml and 60ml. 9ml pack can be used a trial pack.

Q 8: Would a prolonged usage of Fair And Handsome Fairness Cream have side effects on my skin? Ans: No, prolonged usage of Fair And Handsome Cream does not have any side effect in skin. Fairness

Q 9: What is Double Strength Peptide Complex? Ans: Double Strength Peptide Complex is a molecule patented in the USA effectively penetrates tougher male epidermis to regulate melanin production.

Q How Sunguard works in Fair And Handsome Fairness 10: Cream? Ans: Revolutionary double power sunguards counter over exposure of male skin to sun and protect it from harmful UV rays.

Q What is Anti-bacplus and how it works on male skin? 11: Ans: Breakthrough anti-bacterial agents actively protect skin against pollution and dark shadows caused by daily shave, nicks and cuts.

Q How stress buster works to improve fairness? 12: Ans: Sensational nutra-complex relieves stress and fatigue signs remove dead cells and rejuvenates skin.

Q What is Herbocool? 13: Ans: A unique combination of refreshingly cool herbs like Vetiver, Mint and Liqouricemakes skin fair and fresh with pleasant cooling sensation.

Midcap Radar at 01:30 pm

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eligare Securities has recommended a buy

strategy on Emami for Rs 242. Aditya Agarwal , Director of Emami believes that health care, baby care and hair care will be the three next important areas for the company.

Excerpts from CNBC-TV18's exclusive interview with Aditya Agarwal: Q: Could you tell us how the international side of the business is currently shaping up? How much of that will contribute to the business in FY08?

A: The exports for Emami has grown around 40% and is contributing around 10% to the total business. The exports, presently are around Rs 56 crore. Q: Do the key growth drivers in terms of your entire portfolio continue to be Navratna Oil and Boroplus Antiseptic, or has their share reduced? Are they being replaced by others? A: This share has reduced mainly because of three or four factors. The first reason is because of the first male fairness cream - Fair and Handsome. It has contributed around 10% to the total business; then there are Sona Chandi Chyawanprash, Fast Relief and Mentho Plus Balm. These three products combined have also contributed around 15-20% to the total turnover. Q: Do you have new launches lined up and if yes, what kind of demographical segment and what kind of product categories are you looking at? A: Emami has always been into natural products and we will continue to be number one; number two, as far as segments are concerned. Health care, baby care and hair care will be the three next important areas for us. Q: For FY07, your margins went down by over 5% - from about 17.5% to 12.5%. Was there some sort of pressures at the operating level? Will the margins stabilise in FY08 and beyond?

A: Emami has always believed in building brands and we have always spent highly on our marketing expenses. We have always believed in that and will continue to do that. As far as the margins are concerned, our profit before tax has grown by 44% and it is around Rs 75 crore now. Q: What is your current market share via Fair and Handsome, Boroplus and Navratna Oil in their segments at this point? A: Boroplus is having a market share of around 65%. Navratna has a market share of around 55%, and for Fair and Handsome it is difficult to put a market share, because it is very unique to its category; and this category has been created by Emami. We estimate that around 30% of the total market of fairness cream - which is around Rs 800 crore - is the total market size for Fair and Handsome.
Hi. My name is Delynn (De Lynn) and I head up BuzzCity's Asia sales team. In my contributions to the GammaLife blog, I plan to share examples of how companies conduct branding and marketing exercises on the mobile internet. By the very nature of our business, these cases often extend beyond one particular geographic region and this week's story is no exception.

Emami an Indian company that specialises in personal care products aimed to increase brand recognition of a facial cream for men called Fair and Handsome. The fast-moving consumer goods business also wanted to survey consumer perceptions. So, Emami turned to a Singapore-based company called Mobiquest that partners with clients to provide mobile application services. Together, Emami and Mobiquest produced a contest-driven mobile campaign in two countries, India and Kenya.

I'm going to dive into a fair bit of detail now, but I think this will be useful for advertisers and publishers alike. CONSUMER TARGETING While mobile advertising offers a number of tools to target your campaign by geography, content channels and mobile device targeting actually begins with the creative content: the ad banner. Emami wanted to gather information from male consumers. We can't segment a survey by gender, so Emami took a direct approach with the creatives. Its campaign banners read Are you a man? Click here. and Women like fair men. Are you fair?. The marketing messages did the trick. In India, where these two banners ran, eightynine percent said they were men. Mobile surfers meanwhile were motivated to take the survey by the chance of winning an iPod Nano. SURVEYS Through most of the campaign, Emami's banner ads directed participants to a survey. Questions were tailored for the different markets. In India, Fair & Handsome was already an established product, so the survey takes a direct approach with questions crafted to promote the product. In Kenya, though, Emami had not yet introduced the product, so the survey was for product research. Note that two separate, but similar, surveys were run in India. The answers were resoundingly in favor of the product, with almost all respondents saying men should use a fairness cream and 85% saying they will try Fair & Handsome. In the second Indian survey, 93% of respondents say they will buy the product and 95% will recommend it to a friend. I'm not sure if the survey takers were a self-selecting audience or if some respondents just lied. Regardless, more than 80% provided an accurate mobile phone number, which is a

great result for Emami's database.

In Kenya, Emami learned that Unilever's competing product has a 57% market share (at least among mobile users) and that most consumers use fairness creams twice a day.

MID-COURSE CORRECTIONS It's quite easy to amend aspects of a mobile ad campaign and Emami made four changes during the course of this campaign. 1. They launched the campaign with both text and graphic banners. However after the first month, online reports showed that the text banners had a higher response rate. So, from the second month, Emami dropped the graphic banners. 2. Emami alternated between directing click-throughs to the mobile survey and to its Fair & Handsome mobile site. 3. The end date was changed to extend the campaign by one month. 4. The Indian survey questions were amended. CAMPAIGN METRICS & AD SPEND The Fair & Handsome ad campaign ran from April June and August - December 2007. During this period, Emami's mobile banners were viewed nearly 8 million times in India and 5 million times in Kenya. The banners received an average clickthrough rate of 2.69%. Emami bid 1 US cent per click. The eight-month campaign cost about US$4k. That's about US$ 495 per month or US$16.50 a day. CAMPAIGN RESULTS

Emami set out to increase awareness of the Fair & Handsome brand and to collect consumer contact details. Nearly 1800 mobile surfers completed Emami's surveys; some 1450 provided accurate mobile phone numbers. Not taking into account banner views, increased market knowledge and heightened publicity, that's about 36 US cents per contact. IT'S EASY TO DO Prospective clients sometimes say to me, Delynn, we're interested in trying out mobile advertising, but we're just too busy and don't have the manpower to do it. This is a common misperception, particularly among companies that are new to the mobile space. These brands believe the process must be tedious, cumbersome and time-consuming. BuzzCity's online interface is actually very easy to use, though. OK, I've fallen into sales mode, but it's true: our advertiser platform enables businesses to quickly launch a campaign within a specified budget and for as little as US$20 per day. It's also easy to make mid-course corrections and ad-hoc changes to optimise results, as you can see from the example above. To get a better idea of just how simple it is, I've created another blog entry called Setting Up a Campaign is a Breeze.