Emami Limited increased its consolidated advertising and sales promotion expenditure by nearly 38% year-on-year to ₹215.7 crore in the second quarter of FY27, compared with ₹156.4 crore in the corresponding quarter last year. The increase reflects the FMCG company’s stronger investment in brand building, influencer marketing, digital campaigns and new product categories.
The higher spending came alongside strong revenue growth. Emami reported consolidated revenue from operations of ₹1,087.65 crore for the July-September quarter, up 36.2% year-on-year. However, profit attributable to equity shareholders declined slightly, highlighting the impact of higher operating costs and changes in the effective tax rate. The company is also expanding its portfolio through newer consumer brands and digital-first businesses.
Emami’s Advertising Expenditure Reaches ₹215.7 Crore
According to the company’s Q2 FY27 financial results and investor presentation, consolidated advertising and sales promotion expenditure increased from ₹156.4 crore in Q2 FY26 to ₹215.7 crore in Q2 FY27.
This represents year-on-year growth of approximately 37.9%.
Advertising and promotion spending accounted for 19.8% of consolidated revenue from operations, compared with 19.6% in the year-ago quarter. This indicates that marketing expenditure increased broadly in line with the company’s expanded revenue base.
On a sequential basis, consolidated advertising expenditure increased around 6% from ₹203.4 crore in Q1 FY27.
For the first half of FY27, the company spent ₹419.1 crore on advertising and sales promotion, compared with ₹336.14 crore in the corresponding period last year, representing growth of approximately 24.7%.
| Advertising expenditure | Q2 FY26 | Q2 FY27 | Growth |
|---|---|---|---|
| Consolidated ad spend | ₹156.4 crore | ₹215.7 crore | 37.9% |
| Ad spend as a share of revenue | 19.6% | 19.8% | — |
| H1 advertising expenditure | ₹336.14 crore | ₹419.1 crore | 24.7% |
An important distinction is that these figures are consolidated, not standalone. Emami’s standalone advertising expenditure remained almost unchanged at ₹93.60 crore in Q2 FY27, compared with ₹93.69 crore a year earlier.
The difference is partly explained by changes in the company’s consolidated business portfolio. Axiom Ayurveda became a subsidiary from April 1, 2026, while IncNut Digital was consolidated from June 1, 2026. Consequently, the consolidated figures are not directly comparable with the previous year’s numbers without accounting for these changes.
Influencer Marketing and OTT Campaigns Drive Brand Promotion
Emami is increasing its use of digital platforms, creators and entertainment partnerships to promote its consumer brands.
One of the company’s prominent campaigns involved Navratna Oil. Its influencer initiative generated more than 96 million views across 241 content assets, according to the company. Navratna was also integrated into Sun Bangla’s game show Lakh Taker Lokkhi Labh, hosted by actor Sudipta Chakraborty.
Other brands also increased their digital marketing activities:
- Zandu Balm: Ran its ‘Undo with Zandu’ campaign across major OTT and digital platforms.
- Mentho Plus Balm: Conducted Onam-focused promotional activities in Kerala.
- 7 Oils in One: Increased digital content and media deployment, with the brand’s sales nearly doubling during the quarter.
- Talc and prickly heat powder portfolio: Expanded influencer campaigns and promotions around its ₹1 sachet products. The portfolio more than doubled its sales during the quarter.
These initiatives demonstrate how Emami is combining traditional brand advertising with digital content and regional campaigns to reach consumers across different markets.
New-Age Brands Become an Important Growth Driver
Emami is also directing marketing investments towards its newer consumer businesses.
Its strategic investments portfolio includes businesses such as The Man Company, Brillare, Axiom Ayurveda and IncNut Digital, which owns the Vedix and SkinKraft brands.
The portfolio generated sales of approximately ₹239 crore during Q2 FY27, with like-for-like growth of 73%. It contributed around 26% of Emami’s domestic business.
Some of the marketing initiatives included:
- The Man Company: Regional influencer campaigns across grooming categories, quick-commerce promotions through Blinkit and occasion-led digital content for its hair removal spray.
- Brillare: Creator-led campaigns, AI-generated content and marketplace promotions.
- Vedix: AI-led marketing campaigns and digital activations.
The expansion of these businesses gives Emami access to newer consumer segments, particularly in personalised beauty, skincare, haircare and men’s grooming.
The company’s strategy is increasingly focused on building multiple consumer brands rather than depending entirely on its established products.
Quick Commerce Accounts for a Growing Share of Digital Sales
Emami is also strengthening its presence across organised retail and digital commerce channels.
During Q2 FY27, organised retail accounted for approximately 37% of domestic business, while quick commerce contributed around 15% of total digital sales.
Quick-commerce platforms are becoming important distribution channels for FMCG companies because they allow consumers to purchase personal care, healthcare and household products with relatively short delivery times.
For Emami, these platforms provide additional opportunities to promote products through digital visibility, targeted campaigns and online product discovery.
The company also introduced several products during the quarter. BoroPlus entered the baby care category with its FromMaa range, while Kesh King launched its Scalp First portfolio through modern trade and e-commerce channels.
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