Malaika Arora Khan Roped in as Emami Brand Ambassador

Kolkata-based FMCG company Emami on 14 December 2010 declared that it roped in Malaika Arora Khan, who currently endorses brands like Zapak.com and Streax hair colour, as the brand ambassador for its pain reliever brand, Zandu balm. Zandu balm gained much popularity after the item number from the film Dabangg-Munni Badnam Hui went to become a massive hit with the masses. Emami signed up a two-year deal with Malaika having paid approximately around Rs one crore for getting her to endorse the brand. The new TV commercial featuring Malaika Arora will effectively promote the brand as well as help increase the number of young buyers for the product.

Arbaaz Khan Productions, the producer of Dabangg and Emami Group developed issues over the use of the word zandu balm in the song Munni Badnam Hui- Main Zandu Balm Hui, Darling Tere Liye. In September 2010 Emami had served a legal notice to Arbaaz Khan Productions for using the brand's name in the song citing copyright infringement. However both parties decided not to get entangled in legalities and settled the dispute amicably with a little help from adman Prahlad Kakkar. The advertisement is to be shot in tamil, Telugu and Hindi by Prahlad Kakkar. Emami recently bought the rights for the Munni Badnaam Son from T-series. Emami has also brought on-board Tamil superstar Suriya (who already endorses Emami Navratna cool oil) and Telugu star Junior NTR for the new advertisement.