The Hindu Business Line : Dabur ropes in the Sehwags

DABUR India on Monday signed cricketer Virender Sehwag and his wife, Aarti Sehwag, as brand ambassadors for its select products in the oral care, health care and hair care categories. An agreement to this affect was signed by the Sehwags and the Dabur India CEO, Mr Sunil Duggal here, a company statement said.

"We are happy to sign both Virender and Aarti Sehwag as brand ambassadors for endorsing our range of products. This is the first time that we have decided to sign a celebrity brand ambassador for our oral care category, which has a turnover of over Rs 100 crore," Mr Duggal said. The agreement with the Sehwags is initially for a period of two years and may be renewed thereafter.

This is the second time Dabur is using a sports celebrity for endorsing its products. It had used Kapil Dev in the late '90s for Hajmola.

Dabur's oral care portfolio comprises Dabur Red Tooth Powder, Red Tooth Paste, Binaca toothbrushes and Dabur Herbal toothpaste.

The company has also signed Aarti Sehwag for its Vatika range of hair care products. Aarti would join Mandira Bedi, currently the brand ambassador for Vatika hair oil. Dabur already has a line-up of brand ambassador celebrities for this portfolio such as Rani Mukherjee, Riya Sen and Sweta Tiwari (Prerna of Kasauti).

Its healthcare portfolio, which includes Chyawanprash and Hajmola, is currently being endorsed by Amitabh Bachchan; Sehwag now joins Bachchan in promoting select products in this category.

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