Emami plans mega launch for Madhuri range  ( June '20,2001, ET)

COSMETICS and herbal products major Emami has planned a Rs 20 crore extravaganza for the mega launch of its 'Madhuri Dixit range' of products.

The company signed up Bollywood actress Madhuri Dixit about one-and-a half years ago for promoting its new range of cosmetics. The company was working in close association with the actress, now in US, and a team of experts, headed by advertisement guru Alyquee Padamsee, for the 'Big Show' planned for December this year, Emami joint chairman R S Agarwal said.

A budget of Rs 20 crore has been earmarked for the event and pre-launch ad campaign for the upcoming 'mega brand', that the company expects would fetch about Rs 100-150 crore sales during the first year.

The Rs 400-crore cosmetics major has also tied up with Japanese herbal experts and US beauty companies for marketing and other assignments, Agarwal said.

"We have appointed Japanese consultant firm and herbal expert Inamura besides five US companies for marketing and other assignments," he said. (PTI)