Shruti Haasan will endorse a new citrus variant of Navratna Cool Talc launched this summer. A television campaign featuring her, developed by Cutting Edge Productions, will have a pan-India launch in April.
Emami director Harsha V Agarwal said consumers are keen to try new and fresh fragrances in their talc.
Navratna is the market leader in the cooling talcum powder category, growing at a CAGR of 21 per cent for the last five years. The Rs 600-crore Navratna brand portfolio includes Navratna Oil, Navratna Extra Thanda Oil and Navratna Cool Talc.
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