Emami Navratna: Rahaat Raja – The Relief King

Swarnim Singh

Navratna, a pain relief brand, increased sales in India by repositioning as a multipurpose oil.

Campaign details

Brand: NavratnaBrand owner: EmamiLead agency: Leo BurnettCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Online video, Print - general, unspecified, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Ever since its launch, Emami Navratna has been about bringing normalcy in people's lives. The three strong pillars of Navratna are relief, relaxation and rejuvenation, and these have been constant in every piece of communication. What made Navratna stand out is its entertaining engagement with people. The fun dance and music made people fall in love with the brand....

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