Influencers, celebrities dare people to take up #NavratnaCoolChampi challenge on TikTok

Emami’s Navratna Cool Oil has launched its latest campaign #NavratnaCoolChampi on TikTok by collaborating with the influencer marketing agency Mad Influence. The brand launched its 360-degree campaign featuring Salman Khan around mid-May in an endeavour to make the traditional Champi real ‘Cool’ and as the way to go for the summer using Navratna Cool Oil. The campaign garnered over five billion views in just three days of execution. 

The campaign was designed to have Navratna’s brand ambassador Salman Khan challenging viewers to record their own #Champi dance moves, synchronised with the foot-tapping campaign song.  

The campaign included multiple influencers encouraging viewers to participate in the three-day challenge.  As the challenge continues to gain momentum, it is expected to reach more than 20 billion views in markets of Maharashtra, Delhi, Punjab, Rajasthan, Gujarat, Madhya Pradesh, Uttar Pradesh, Haryana, Uttarakhand, etc. 

The #NavratnaCoolChampi campaign featured celebrities such as Salman Khan, Bharti Singh, Anita Hassanandani, Adah Sharma, etc. Mad Influence utilised various TikTok stars, including Riyaz, Suraj Pal Singh, Awez Darbar, Yashi Tank, etc., to push the challenge and reach out to millions of their fans.   

Commenting on the launch, Anupam Katheriya, Associate Vice-President, Marketing and Business Development, Emami, said, “Navratna enjoys strong equity with ‘Thanda Thanda Cool Cool’ relieving and relaxing massage. We launched Rahat Raja campaign this year featuring Salman Khan to popularise Cool Champi. It has received very good response from consumers. As part of 360 degree brand communication, we launched this campaign in the traditional medium, on ground and on the digital platform. Through #NavratnaCoolChampi challenge, we had planned to take our digital campaign to masses and we are very happy with the wide-scale response on TikTok. This activity has helped us in reinforcing ‘Thanda Thanda Cool Cool’ benefit of Navratna among our consumers.  We are happy to partner with Mad Influence in our latest viral journey of Navratna Cool Oil, which helped us lift the campaign.”

On this tie-up, Gautam Madhavan, Founder and CEO, Mad Influence, said, “The opportunity to work for an iconic institution like Emami, one of India's best known and most trusted brands, presents an exciting opportunity for us. To make this campaign a success, we will leverage our strong social sharing network, influencers, in making the cool Champi a trend for the season and will continue this momentum in the coming months.”