Brand recall: Zandu balm = Malaika
Problem with Emami turns out to be an opportunity for Malaika
It is said to find an opportunity in a problem and every problem is an opportunity in disguise. Here is a live example and somebody should learn how to convert possible fierce legal battle into an opportunity from Malaika Arora Khan, a model turned actor, after she was roped in as the brand ambassador for pain reliever – Zandu Balm. Zandu balm is owned by Emami Ltd, a Kolkata based FMCG company.
In September last year, Emami served a legal notice to a Mumbai based movie production company, Arbaaz Khan Productions, which used Malaika to perform an item dance in the tune of Le zandu balm hui, darling tere liye (became Zandu balm, for you darling) for using the brand’s name in the song citing copyright infringement.
After that it was only negotiation for the win-win situation for both. Arbaaz Khan Productions and Emami settled a dispute that arisen over the usage of word ‘Zandu balm’ in the song.
Benefit for the brand – Zandu Balm
Riding on the success of the hugely popular item number ‘Munni Badnaam Hui’ from the film ‘Dabangg’, Emami roped in Malaika Arora Khan as the brand ambassador for its pain reliever brand -- Zandu balm. The company got benefited with huge brownie points and brand recalls in return without investing a single penny.
Benefit for Arbaaz Khan Productions
Arbaaz Khan Productions which has legally violated the copyright by using the brand name (Zandu balm) without taking prior permission from Emami got the maximum benefit when the production company tamed the angry and irritated Emami for a patient listening and offered Malaika to be nominated as the brand ambassador.
And atlast Emami has agreed to sign up a deal with Malaika for two years and that too paying a whipping Rs 1 crore (more than two hundred thousand USD) for getting her on board to endorse the brand for the next two years.
After the meeting and negotiation, both the parties settled the dispute amicably and decided to grabs of the chartbuster song for Zandu balm’s promotional campaigns.
“We have signed up with Malaika as the new brand ambassador for two years and the new ads will go on air soon,” Emami Director Mohan Goenka told media adding the new TV commercial (TVC) will not only effectively promote the brand, but will also help in increasing the number of young buyers for the product.
Emami has also bought the rights for the ‘Munni Badnaam' song of the movie Dabaang from music company T-series. The song which has been directed by famous Sajid-Wajid and Lalit-Pandit duo and sang by Mamta Sharma and Aishwary was well received by the Indian audience.
The movie - Dabangg (Fearless), broke many records at the box office within the first week of its release. It went on to become the highest opening day grosser as well as the highest weekend grossin Bollywood film of all time, breaking the records earlier held by 3 Idiots. The film set another box office record, grossing Rs 80.87 crore (US$18.03 million) in its first week, thus becoming the highest opening week grossing Bollywood film, overtaking the previous record of 3 Idiots. Made on a budget of Rs 42 crore, the film went on to collect Rs 212 crore worldwide. Box office India declared the film an all-time blockbuster in the second week of its release.
Emami has also brought on-board Tamil superstar Suriya (who already endorses Emami Navratna cool oil) and Telugu star Junior NTR for the new ad in Tamil, Telegu and Hindi by noted adman Prahlad Kakkar. Currently, Indian cricketers Virendra Sehwag, Dinesh Karthik and Amit Mishra are also seen promoting the brand on Television apart from Malaika who already endorses brands like Zapak.com and Streak hair color.
Malaika, an advantage over Bipasha
In September last year, Emami had also announced signing up with another Bollywood actress Bipasha Basu. “We have not yet decided which brands Basu will endorse,” Goenka added.
Is it only because Malaika = Zandu Balm? A combination for total brand recall?
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