Emami Boosts Brand Presence with 4.8% Rise in Q4 FY25 Ad Spends, Touches Rs 188.9 Crore

Introduction: Emami Ramps Up Ad Spend to Strengthen Market Presence

Indian FMCG major Emami Ltd. has reported a 4.8% year-on-year increase in its Q4 FY25 advertising and promotional expenditure, totaling Rs 188.9 crore, as the company doubled down on marketing initiatives to stay competitive in the personal care segment.

This move comes amid an increasingly competitive landscape where brand visibility and consumer recall have become more crucial than ever. Emami’s increased ad budget reflects its strategic commitment to consumer engagement, product push, and brand innovation across both traditional and emerging channels.

The Numbers: Q4 FY25 Overview

In its Q4 FY25 financial disclosure, Emami highlighted key insights into its advertising and promotion strategy, revealing:

• Total ad spends of Rs 188.9 crore, up from Rs 180.2 crore in Q4 FY24.

• Ad spends represent 17.2% of total revenue, a clear sign of high marketing priority.

• The increase is attributed to campaigns for core products, seasonal launches, and digital marketing expansions.

While the quarter also saw moderate revenue growth, the highlight was the renewed focus on advertising, especially in under-penetrated markets and youth-driven categories.

Strategic Focus: Why Emami Is Spending More on Ads

Emami’s decision to boost its ad budget is grounded in three key strategic priorities:

1. Reviving Legacy Brands

With well-established names like Boroplus, Navratna, Zandu Balm, and Fair and Handsome, Emami aims to refresh the identity of these brands through storytelling, emotional appeal, and influencer partnerships.

2. Tapping into Digital India

The company has been steadily increasing its digital ad spends, recognizing the shift of consumer attention to platforms like YouTube, Instagram, and OTT content. More than 35% of the Q4 budget was allocated to digital-first campaigns, a jump from 28% in the previous fiscal.

3. Expanding Rural Reach

Emami has identified Tier 2 and Tier 3 towns as key growth markets. Q4 campaigns included vernacular content, mobile-first creatives, and localized radio promotions aimed at strengthening rural consumer loyalty.

Where the Money Went: High-Impact Campaigns in Q4

Emami’s increased budget wasn’t just about visibility — it was also used to drive specific marketing outcomes. Here’s a breakdown of notable campaigns that fueled this surge:

▸ Navratna Cool Talc

A summer-centric campaign focusing on “Instant Coolness” was rolled out during March across TV, YouTube, and cricket streaming platforms. Regional celebrities were brought in to endorse the product, improving connect and reach across Hindi-speaking belts.

▸ Fair and Handsome Rebrand

The male grooming brand underwent a brand repositioning in Q4, targeting Gen Z and millennials through humorous and edgy short videos on Instagram and Moj. This new direction was also backed by collaborations with male fashion influencers.

▸ Zandu Balm x Fitness Campaign

A niche campaign targeting fitness enthusiasts and older consumers who rely on pain relief products. This campaign included wellness podcasts, in-app ads on fitness apps, and influencer workouts with a wellness twist.

▸ Ayurvedic Skincare Push

With the growing demand for natural skincare, Emami highlighted its Ayurvedic offerings using celebrity testimonials, blogger reviews, and AR filters promoting “Try Before You Buy” on Snapchat.

CEO’s Outlook: A Balanced Growth Model

In a statement accompanying the results, Emami’s CEO noted:

"Our increased advertising investment reflects our commitment to building long-term brand equity. While margins remain stable, we see sustainable growth emerging from higher engagement, especially on digital platforms where younger audiences reside."

He also emphasized the role of AI and consumer data analytics in targeting micro-segments, allowing Emami to customize campaigns more effectively without inflating ad budgets disproportionately.

Industry Context: A Year of Advertising Resurgence

Emami’s increased ad spending mirrors a broader trend in the Indian FMCG space, where brands are investing heavily in consumer recall, particularly in light of:

• Intensified competition from D2C brands

• Increasing clutter on digital platforms

• Shift from mass TV to personalized ad delivery models

Other players like Dabur, HUL, and Marico have also reported high ad-to-revenue ratios in recent quarters, signaling a collective understanding that brand-building drives market share in a post-COVID economy.

The Digital Divide: Emami's Hybrid Approach

While Emami continues to value traditional media such as TV and print for mass-market impact, the Q4 FY25 report shows a clear shift toward digital dominance, including:

• Programmatic ad buying

• Influencer and micro-influencer marketing

• In-app advertising on e-commerce and gaming platforms

• Localized voice search marketing on Google and Alexa

This shift helps Emami keep pace with digital-native competitors while maintaining a consistent voice across platforms.

Investor and Market Response

The market has reacted positively to Emami’s proactive advertising approach. Analysts noted that strategic ad spending, when coupled with product innovation and channel expansion, can lead to stronger brand loyalty and sales conversions.

While there were concerns about rising marketing costs eating into margins, Emami has so far managed to maintain healthy operating efficiency, ensuring that ad spend boosts revenue, not just visibility.

Looking Ahead: FY26 and Beyond

With the summer and festive seasons approaching, Emami is expected to maintain or even expand its advertising investment through FY26. Product lines including:

• Herbal hair oils

• Ayurvedic immunity boosters

• Men's grooming kits

are set to receive dedicated digital-first campaigns.

The company is also exploring AI-powered campaign optimization tools, CRM integration, and user-generated content as part of its broader marketing ecosystem.

Conclusion: Emami Bets Big on Brand Equity

Emami’s 4.8% year-on-year increase in ad spending for Q4 FY25 reflects more than just marketing enthusiasm — it's a calculated investment in relevance, consumer trust, and long-term growth. As India’s FMCG space gets increasingly dynamic, brands that authentically engage audiences across platforms will be the ones that thrive.