Dabur pairs up Sonakshi Sinha with mother for Fem ad campaign

NEW DELHI: In a bid to push its facial bleaches under the brand ' Fem', FMCG firm Dabur India is pairing up Bollywood actor Sonakshi Sinha and her mother Poonam Sinha for a TV campaign.

The company is bringing the mother-daughter duo together for the first time in a new advertisement campaign to promote the new range of facial bleaches under the brand 'Fem', Dabur said in a statement.

"With this campaign, we are establishing Fem's new range as being so natural and safe that even mom's recommend it for their daughters beauty care needs," Dabur India Ltd Marketing Head (Skincare) Sanjay Singal said.

Fem now enjoys over 55 per cent share of the bleach market, he added. The bleach market in India is estimated to be over Rs 200 crore per annum, the company said.