Amrutanjan launches 'Be Ready' campaign

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Chennai, Nov 20 (UNI) Amrutanjan, legendary Indian brand, today launched "Be Ready" campaign to deepen its foothold in the pain management category.

Addressing a press conference here, Mr Sambhu Prasad, Managing Director said Amrutanjan, which had been enjoying a major mind share, for its flagship brand in the pain management category, intended to achieve a growth pattern of 15 per cent this year.

With the new campaign, the brand has undergone a makeover, not just in terms of product improvement but also in terms of packaging to give it a contemporary new look to tap the youths.

"The purpose of the campaign is to showcase all variants," he added.

Mr Prasad said Amrutanjan had 30 per cent market share in the pain balm category and enjoyed number one position in Tamil Nadu and Andhra Pradesh.

"The company has sold 550 tonnes of balm last year and we are aiming for 15 per cent growth this year," he said.

The objective of the campaign is to place Amrutanjan as an established leader in pain management category and create a high brand recall among our consumers. "We have adopted a 360 degree approach for the campaign, spending about Rs six crore," he added.

The company has appointed upcoming bike racer, Alisha as brand ambassdor for the new campaign.

UNI WS ROY 1413

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