Dabur India has signed up Virender Sehwag and his wife Aarti as brand ambassador couple for its select products in oral care, healthcare and hair care categories. This is the first time that Dabur’s oral care category, with a turnover of over Rs 100 crore, is getting a celebrity brand ambassador. “We are happy to sign both Virender and Aarti Sehwag as brand ambassador duo for endorsing our range of products,” said Sunil Duggal, CEO, Dabur India.
The agreement with the couple will be initially for a period of two years and will be renewed thereafter. This is the second time that the FMCG major is using a sports celebrity for endorsing its products, the first being Kapil Dev in the late ’90s for Hajmola. Devendra Garg, VP, Marketing, says, “The partnership of the Sehwag and Dabur is a natural coming together of two strong performers with core Indian values and tremendous mass appeal.”
Dabur has signed on Aarti Sehwag for its Vatika range of Hair care products, which includes hair oil and shampoos. With this Aarti would be joining Mandira Bedi, who is currently the brand ambassador for Vatika Hair Oil. Both Bedi and Sehwag would be the brand ambassadress for Vatika range of hair oil and thereby strengthen the "Vatika Women" franchise. Dabur's haircare portfolio comprises of Vatika and Anmol range of hair oils and shampoos, and the flagship Dabur Amla hair oil. The company already has a line-up of celebrity brand ambassadress for this portfolio like Rani Mukherjee, Riya Sen and Sweta Tiwari.
Dabur is also a strong player in the toothpowder segment with Dabur Red Tooth Powder being the biggest brand in this category with a turnover in excess of Rs 100 crore. The company has recently launched Red Tooth Paste which has garnered significant market share in the first year of its launch. Other products in this category include Binaca toothbrush and Dabur Herbal toothpaste. The company has plans to air its first set of campaigns in the third quarter of this fiscal. Bates is its advertising agency for these brands.
Amitabh Bachchan is currently endorsing Dabur’s healthcare portfolio, which includes Chyawanprash and Hajmola. Sehwag will now join Big B in promoting select products in this category.