Navratna Oil’s Advertising Journey can be truly called as a product coming hand in hand with advertisement breezes. From 1990s, this oil has found its way easily into every Indian household as this has been one of the bestsellers during the summer season. Such success stems from a perfect combination of a unique marketing campaign, capitalizing on celebrities, and catchy phrases that designated this product as one of the favorites for several generations. The effort of advertising indeed changed the competitive behavior in the marketplace.
The origin of both Emami and Navratna Oil
Emami has a story that goes back to 1974 when two childhood friends, R.S. Agarwal and R.S. Goenka, launched their enterprise to provide quality affordable personal care products to the expanding middle class in India. Emami first made its mark in 1984 with the product called BoroPlus. In the due course period, Emami has carved a niche in the segment of Ayurvedic based products winning the synthesis of the physical and the mental image of what the scorching temperature does to people. During 1990s, Emami brought forth another product, the Navratna Cool Oil that addressed the core created need, Note, at this stage, when Emami entered the market, the market for therapeutic cooling oils was small and quite regional: most of the players had a small geographic scope.
The “Thanda Thanda Cool Cool” Magic
Advertises of Navratna oil had great reserves for the marketing technique, the advertising theme simply and powerfully stressed that Navratna oil is a panacea for headache, stress and body pains particularly in summertime: it’s all about instant cooling. Emami realized this as he tagged ” Thanda Thanda Cool Cool” which has now become iconic. The multiple uses of the oil were the focal point of the branding of the products. This was a strategic positioning as the oil was not only marketed as a hair conditioner but as a remedy for both general body and mental health as well.
Celebrity Power: From Govinda to Salman Khan
One of the tenets of successfully advertising and marketing Navratna oil is attributed to its celebrity endorsements. The brand got recognition and leveraged the stardom since its beginning and until today it has been associated with a number of great celebrities across the Indian film Industry.
The first major endorsement for Navratna oil came from Govinda who with him brought his joviality to Navratna advertisements. As the ads in which he participated were aired, people associated him with the brand which expanded its appeal to a broader audience with his fresh and exuberant appeal.
Amitabh Bachchan put his name to the brand in 2004 and added his weight and popularity to the brand. The advertisements showing Bachchan in different roles seeking to talk about the medicinal aspect of the oil were also funny. He sang the legendary song “Sar Jo Tera Chakraye” in one of his campaigns, and it did strike a chord with the consumers which it still does to this day.
Shah Rukh Khan, Shilpa Shetty, and Salman Khan also climbed on the bandwagon of brand’s the celebrity lineup, which further strengthened Navratna Oil among consumers of all demography.
The combination of these endorsements, simple and catchy jingles, along with humor driven plots made the customers connect with the brand instantly taking the brand further than just a business into the society.
The Digital Shift
Navratna Oil’s Advertising Journey Similarly, as the media environment changed, so did the advertisement strategies for Navratna Oil. As social media and other digital platforms became widely available, the company explored new ways to reach its younger customers. One of the successful marketing campaigns was the #NavratnaCool ChampiChallenge on TikTok that had over 1.2 billion views. This form of digital engagement allowed the company to reach out to a younger audience which is more tech oriented ensuring that the cool oil brand remained relevant.
Even with a robust presence on social media platforms, Navratna Oil still managed to be true to its older self as it kept running TVC ads and using influencers to target a wider audience. The brand’s strength in integrating traditional with contemporary digital disciplines has given it the edge in a fiercely competitive FMCG market.
