 "Emami's FY16 spend on branding at Rs 531 crore")
"This investment accounted for nearly 24% of the total costs incurred by the company," said Emami in its annual reports for FY 2015-16.
In FY 2014-15, the company had spent around Rs 392 crore, which was 17.7% of revenue and 15.2% of revenue in FY 2013-14 at Rs 277 crore.
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Emami had a consolidated net sales of Rs 2,624 crore past financial year, which was up 18.3%.
"We have been one of the pioneers when it comes to leveraging the power of celebrity appeal to bring in more customers. It has allowed us to reinforce positive recall for our brands while raising aspirational levels among our customers," Emami Director Aditya V Agarwal said.
Commenting on the company's strategy of utilising brand ambassadors, Emami Director Harsha V Agarwal said, "One of the priorities during FY 2016 was to figure out what was the most effective means of widening consumer base. This increased our advertising and promotion (A&P) cost by 35% with new brands accounting for nearly 28% of our overall A&P spends."
Among other products, Emami banked on Amitabh Bachchan, Shahruk Khan, Shruti Hassan and Shilpa Shetty for its Navratna brand, while it roped in Hritik Roshan for Fair & Lovely range of face wash and HE range of deodorants.
In 80s it had even initiated the in-film branding in Rajesh Khanna starrer 'Agar Tum Na Hote' in which the actor played the role of Chief of Emami.
"When people were exploring the idea of celebrity endorsers, Emami was already a few steps ahead. The company has an army of celebrities from different fields that have vouched for its products for decades," the company said.
Apart from celebrity endorsements, Emami is also title sponsor of above 10 national TV programes and was sponsor of Pro-Kabbadi league.
"Besides, with HD channels gaining prominence, Emami is betting big on the IPL to promote its brand," the company said.