Emami
Emami sponsors 3 properties, mostly football, then film, and has 8 campaigns on record. 2 confirmed in 2026.
11 of 12 rows confirmed on their sourceHow we check
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Sponsorships
Season by season, then every row newest first with what our check found on its source.
Co-branded campaign · Film · 2010
Emami had Rajkumar Hirani direct a 55-second Boroplus Prickly Heat Powder film that rebuilt the 'All izz well' gag: Kareena Kapoor, playing a teacher, asks her class for the signature step and the children scratch their shoulders instead, until the powder turns it back into 'Ab all izz well' with the hands moved from heart to shoulder. Produced by Canvas Films with Shreya Ghoshal on the theme song.
Shirt sponsor · Team · 1995
Front-of-shirt sponsor of East Bengal, 1995–present. Listed for the 2025–26 season.
Shirt sponsor · Team · 1994
Front-of-shirt sponsor of Mohun Bagan Super Giant, 1994–1995.
1 more row we could not confirm
The source does not name the brand, names it without saying it sponsored, or could not be loaded and is not trade press or an official page. Not counted anywhere on this page.
Shirt sponsor · Team · 2023
Front-of-shirt sponsor of East Bengal, 2023–2024.
Ambassadors
Talent named in Emami's campaigns. Current means seen in a campaign since April 2025. From campaign credits, not contracts.
| Name | Status | First seen | Latest campaign |
|---|---|---|---|
| Varun Dhawan | Current | 14 May 2026 | 14 May 2026 |
| Shilpa Shetty | Current | 2 May 2024 | 13 Nov 2025 |
| Kartik Aaryan | Past | 9 Jan 2025 | 9 Jan 2025 |
| Palak Tiwari | Past | 2 May 2024 | 2 May 2024 |
| Kiku Sharda | Past | 30 Apr 2024 | 30 Apr 2024 |
| Kapil Sharma | Past | 30 Apr 2024 | 30 Apr 2024 |
| Akshay Kumar | Past | 11 Nov 2022 | 11 Nov 2022 |
Campaigns
With the agency and talent where the trade press named them.
Digital/social · 1 Sep 2026
A campaign reframing pain for 16-28 year-olds by turning everyday 'peedas' -- screen-time headaches, tech neck, doomscrolling fatigue -- into a surreal world called 'Peedaland', fronted by a fictional problem-solver character with the call to action 'Peeda ko karo Undo with Zandu', extending the legacy balm brand's relevance beyond physical aches.
Ad film · 14 May 2026
A summer campaign in which Varun Dhawan plays contrasting 'cool' and 'uncool' avatars to dramatise Navratna Cool Talc's cooling proposition, with his father David Dhawan appearing to judge who deserves the title, timed to the launch of a new Pink Talc variant.
Agency: Wondrlab India. Talent: Varun Dhawan, David Dhawan.
Rebrand · 13 Nov 2025
Emami repositioned Kesh King as Kesh King GOLD, moving from a purely Ayurvedic proposition to 'Ayurveda + Science' with a new identity, packaging and an Advanced Hair Growth Serum containing Redensyl, AnaGain, Kopexil Aqua and Procapil; Shilpa Shetty continues as brand ambassador.
Talent: Shilpa Shetty.
Digital/social · 7 May 2025
A fully AI-generated 30-second digital film, reportedly India's first for an FMCG brand, recasting prickly-heat relief as a fantasy battle between Neem-Tulsi-powered heroes and monster 'Ghamoriyas', built in 30 days around Dermicool's classic 'Thande Thande' jingle.
Agency: Wondrlab India.
Rebrand · 9 Jan 2025
Emami dropped the word fair from the brand it launched in 2005 and relaunched it as Smart and Handsome, signing Kartik Aaryan as the ambassador for the new name.
Talent: Kartik Aaryan.
Show 3 more
Ad film · 2 May 2024
Kesh King put Shilpa Shetty, its face since 2019, alongside Palak Tiwari for the anti-hairfall shampoo, pairing the two to reach both older and younger buyers.
Talent: Shilpa Shetty, Palak Tiwari.
Integrated campaign · 30 Apr 2024
A branded-content series in which Kapil Sharma plays the fixer to Sumona Chakravarti, Kiku Sharda and Gaurav Gera as they cope with everyday chaos, running across TV, social, print, WhatsApp, performance and influencer channels.
Agency: Wondrlab. Talent: Kapil Sharma, Sumona Chakravarti, Kiku Sharda, Gaurav Gera.
Ad film · 11 Nov 2022
Emami signed Akshay Kumar as BoroPlus ambassador for a winter TVC in which he prescribes the antiseptic cream to his mother's cracked heels, his aunt's dry skin and a child's rash, building the multi-purpose family claim.
Talent: Akshay Kumar.
Agencies
Credited on Emami's campaigns, latest first. Roles (creative, media, PR) are not recorded yet.
| Wondrlab | 3 campaigns | 14 May 2026 |
Marketing leadership
As reported in the trade press, with the date and the article.
Against personal & home care peers
Confirmed deals only. The full personal & home care leaderboard.
| Brand | Properties | 2026 deals | Campaigns | Main passion point | Latest |
|---|---|---|---|---|---|
| Emami | 3 | 2 | 8 | Football | 1 Sep 2026 |
| Hindustan Unilever | 7 | 4 | 13 | TV and streaming | 7 Aug 2026 |
| Procter & Gamble India | 1 | 3 | 11 | Film | 15 Jun 2026 |
| Mankind Pharma (Manforce, Prega News) | 7 | 2 | 9 | Kabaddi, hockey, tennis and more | 20 Jul 2026 |
| Haleon India (Sensodyne, ENO, Crocin) | 3 | 3 | 10 | Kabaddi, hockey, tennis and more | 14 Aug 2026 |
Where peers sponsor and Emami doesn't
| Property | Peers on it |
|---|---|
| Zomaland by Zomato | Hindustan Unilever, Haleon India (Sensodyne, ENO, Crocin) |
| Bigg Boss 19 | Hindustan Unilever, Mankind Pharma (Manforce, Prega News) |
| Bigg Boss Hindi season 19 | Hindustan Unilever, Mankind Pharma (Manforce, Prega News) |
| Pushpa 2: The Rule | Hindustan Unilever |
| U Mumba | Mankind Pharma (Manforce, Prega News) |
| Punjab Kings | Mankind Pharma (Manforce, Prega News) |
| Jaipur Pink Panthers | Mankind Pharma (Manforce, Prega News) |
| Patna Pirates | Mankind Pharma (Manforce, Prega News) |
Questions people ask
What does Emami sponsor?
Emami has 3 confirmed sponsorship properties on record, mostly in football, then film, including 3 Idiots, East Bengal, Mohun Bagan Super Giant. The latest is dated 1 Sep 2026.
Who are Emami's brand ambassadors in 2026?
Campaigns since April 2025 feature Varun Dhawan, Shilpa Shetty. This comes from campaign credits in the trade press, not from endorsement contracts.
Which agency works on Emami's campaigns?
Credited on Emami campaigns: Wondrlab (3 campaigns, latest 14 May 2026).
Know when Emami signs something new
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