This summer, Navratna, the leading ayurvedic cool oil brand by Emami Ltd, introduces a laughter challenge with Kapil Sharma and his quirky family – Kiku Sharda, Gaurav Gera, and Sumona Chakravarti.
Navratna Oil’s new ads feature Kapil Sharma and his quirky crew handling daily chaos, presenting the oil as “Thandak Ka Badshah, Raahat Ka Raja.” A two-minute champi with Navratna Oil promises refreshing relaxation.
Commenting on this unique endorsement association, Mr. Harsha V. Agarwal, Vice Chairman and Managing Director, Emami Limited, said, “We are delighted to onboard Kapil Sharma and his quirky team for our brand Navratna Ayurvedic Oil. Humour is well known for being a stress buster and Kapil’s brand of humour has been doing just that for over a decade across demographics. The pairing of Kapil Sharma & team with Navratna, which is India’s #1 cool oil that provides relief from daily stress to its millions of consumers, is one of the best fitments that a brand can envisage. To appeal to our evolving target audience, we strongly feel that this new approach of delivering the brand message will work effectively for us.”
Kapil Sharma, the comedian, actor, singer and anchor said on this occasion, “Navratna Ayurvedic Oil provides effective relief from headache and stress related issues arising from daily life challenges. My team and I also attempt to use humour as a powerful tool towards stress relief by offering a much-needed escape from life’s trials and tribulations. There is a natural synergy in what both of us are trying to deliver, thereby offering a perfect fitment for our collaboration. I am pleased to be associated with World’s No 1 Cool Oil Navratna. This summer, together we will make every Indian – Thanda Thanda Cool Cool ! ”
Noted director, screenwriter and producer Shujaat Saudagar has directed the new Navratna Ayurvedic Oil campaign.
Amit Akali, the CCO and co-founder of Wondrlab, added, “The idea for the campaign came from Navratna’s history of entertaining the viewers with their ads. So, we decided to go all out. And who better than India’s Comedy Superstar to headline the campaign? We even got Kapil’s writers on board and worked with them to make sure the essence of Kapil Sharma shines through. And the result was better than we imagined. Of course, the credit goes to Kapil, Kiku, Sumona and Gaurav too for bringing alive the characters with their charm and improvisations on set.”
Talking about the creation process, Gauri Gokarn, Content Director added, “It was a fun project to work on, writing branded content, coming up with digital ideas surrounding it and collaborating with the actors. Safe to say, it is one of the most ambitious projects we have taken on, and we’re excited and eagerly waiting to see audience’s response to this one-of-a-kind campaign.”
Navratna, a leading brand in cool oil, holds 67% of the market share as per AC Nielsen MAT Dec ’23 data. It is present in over 48 lakhs outlets in India and major E-commerce platforms. Available in various sizes and prices from Rs 1 to Rs 590. Endorsed by stars like Amitabh Bachchan, Shah Rukh Khan, Salman Khan, Govinda, and sports personalities like Sourav Ganguly.
