Emami, the personal and healthcare major decided to foray into the chyawanprash market in 1999.

A spoonful of chyawanprash twice a day, is consumed in India households (mainly in Northern & eastern regions) as an essential tonic in winter. It builds immunity, protects from cough & cold, activates digestion system and boosts energy and vitality, more so for the children and elderly. Emami had a dual challenge (1) creating an image of the company in the ayurvedic market and (2) fighting the established brands in the market such as Dabur, Baidyanath, Zandu and many other regional players The brands ad showcases Shah Rukh Khan in a double role, one physically strong and the other mentally agile. The two go on to merge and form a perfect combination of 'Surakshit Tan, Tez Dimaag

Brand personality of Sona Chandi ChyawanprashSona Chandi Chyawanprash is the premier brand from the house of Emami

Sona Chandi Chyawanprash takes great pride in providing its consumers an effectiveimmunity builder that fortifies the entire system and an ideal rejuvenator for our bodyand mind. Gold Since ancient times Gold has been known to fight toxic elements within the body. It also tones up cardiac muscles and improves blood circulation. By boosting immunitysystem, it protects the body from diseases. Thus gold acts as complete rejuvenator. Silver It is an excellent toner of the brain and nervous system. It activates neurons in thebrain to enhance memory power, increases mental energy and improvesconcentration. It helps in making brain sharp & alert

Positioning statement for Sona Chandi Chyawanprash-Pao Susth Sarir aur Tez Dimag

Sona chandi is positioned in the health platform offering both physical and intellectual well being

Perceptual mapping is a graphics technique used by

asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.

Marketing research technique in which consumer's views about a product are traced or plotted (mapped) on a chart. Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size, etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale (such as the Likert scale), and the results are employed in improving the product or in developing a new one.

Emami created a unique chyawanprash, which is softer, tastier and included gold and silver as prime ingredients. It was given simple brand name, easy to remember Sona Chandi Chyawanprash The brands ad showcases Shah Rukh Khan in a double role, one physically strong and the other mentally agile. The two go on to merge and form a perfect combination of 'Surakshit Tan, Tez Dimaag'.In fact, Sona Chandi is the first Chyawanprash to promise mental agility, in addition to just physical strength, states an official release. Sourav Ganguly and Sunny Deol have featured in earlier ad campaignsof Sona Chandi Chyawanprash. Strong visuals with Kallaripet (traditional martial arts of Kerala) fight with sword and shield were made .It strived to earn consumers confidence through money-back offer. Consumer study showed that there was some disbelief about real gold content. So, a gold challenge offer was formulated: whoever proves that the product didnt contain gold, will be given 1 kg of pure gold.

There is a common belief that chyawanprash produces heat in the body and so consumed in winter. But need for immunity, energy and stamina customer will use Sona Chandi Chawanprass throughout the year.