Alyque Padamsee was involved with Emami as their marketing and advertising consultant. He had helped them launch many brands, one of which was Fair & Handsome, one of the fastest growing FMCG products.

In 2007 leading Bollywood actor Shahrukh Khan was roped in by Emami Ltd to endorse fairness cream for men, ‘Fair and Handsome’.

Emami Ltd. created marketing history by launching its much awaited Madhuri’s range of herbal hair and skin care products at a lavish launch on November 7, 2002. The launch had Madhuri Dixit, Emami’s Co-Chairmen R S Agarwal and R S Goenka, Alyque Padamsee Marketing Consultant and a galaxy of Bollywood stars, who lent support to Madhuri-created range of herbal products.

“Navratana oil is for everyone. It can be used by anyone who undergoes stress and strain in life,” informed Harsha V. Agarwal, Director, Emami Group of Companies.

Mr. Amitabh Bachchan was signed in because Emami wanted to expand in a big way and also the core values of Emami like integrity and reliability were amply reflected in his persona.

The new TVC was shot in Mumbai by Prahlad Kakkar under the guidance of Ad guru Alyque Padamsee. Emami also took the help of Publicis for media planning and buying though the company had yet to finalize a full time ad agency for managing its brand at that time.