Posted on March 31, 2012 at 12:20 am

Bollywood What's Happenin'

Big B to compete with Munni at paan shops

The painting with Amitabh Bachchan and the ‘Navratna Tail’ campaign has been seen in the remote areas of Madhya Pradesh, Maharashtra and Gujarat. It’s a new challenge that has been taken upon by Emami and noticed by many all across India.

Publicizing Navratna with star endorsements like Amitabh Bachchan will bring attention to the quality of the product and both men and women will be attracted to the ad placed in paan shops. Other popular household brands are also endorsed in such way at local paan shops in rural areas. Another example would be Zandu balm which is popularized by Malaika Arora Khan’s Munni song.

Commenting on this campaign Mihir Mody, Founder & CEO, Adwallz says,

“This campaign was a very big challenge for us as we had to paint Mr Bachchan’s image across the walls of India. We thank our painters who executed this difficult campaign in an efficient way. We look forward to carry forward our relation with Emami in the future.

Navratna has received a tremendous response from the rural areas, especially Uttar Pradesh and Bihar. However, the campaign, which lasted for over two months starting November last year, was not short of its share of risks. The most important was the right portrayal of the brand ambassador and avoiding any caricaturing or wrongful depiction of the Bollywood actor. Thus the campaign was executed with utmost caution. Be on the look out for Bachchan ji’s Navratna ads in your city!

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