Emami rebrands Fair and Handsome to Smart and Handsome with Kartik Aaryan as brand ambassador

Emami Ltd, a personal care and beauty major has rebranded its men’s grooming brand Fair and Handsome to Smart and Handsome with Bollywood actor Kartik Aaryan as brand ambassador.

With this rebranding, the company aims to cater to young men with focus on holistic grooming.

To support its rebranding, Emami will launch an extensive campaign featuring Kartik Aaryan in mid-January across television, digital, and social media platforms.

Commenting on the rebranding, Mohan Goenka, vice chairman of Emami Ltd in a statement said, “The rebranding is a strategic decision driven by consumer insights that highlight a shift towards individuality, diversity, and confidence, focusing on natural skin health among today’s young men. We are confident that this refreshed identity will further solidify our leadership in the evolving male grooming market.”

Kartik Aaryan added, “The brand’s vision of holistic grooming resonates deeply with me, offering modern men effective and inclusive solutions that empower them to be their best selves. I’m looking forward to being part of this exciting journey.”

Founded in 1974, Emami Ltd offers personal care products through its portfolio of brands that includes Navratna, Boroplus, Zandu Balm, Mentho Plus and Kesh King among others.