Dhoni to endorse Emami's Zandu Pancharishta

NEW DELHI: Kolkata-based consumer goods firm Emami Ltd today said it has appointed Indian cricketer Mahendra Singh Dhoni as the brand ambassador for its digestive tonic -- Zandu Pancharishta.

The Indian team's captain along with Bollywood actor Preity Zinta already endorses Emami's edible oil brand 'Healthy and Tasty'.

"With this current initiative of signing Dhoni for the marketing campaign of Zandu Pancharishta, we hope to enter newer markets and increase category size as he has a huge fan following across all age groups and demographics," Emami Director Harsh Agarwal said in a statement.

According to the company, Zandu Pancharishta grew at about 65 per cent last fiscal in markets like UP, Delhi, MP, Rajasthan, Gujarat, Haryana and Punjab.

"It is one of the major brands in the Zandu digestive portfolio," the statement added.

Emami's new promotion drive for the product will include print and radio campaign along with a six series television commercial featuring Dhoni created by Squirkle Productions.

Riding on his popularity, Dhoni has recently signed up endorsement deals with Sony, Maxx Mobile and the UB Group.

He is the face of around 25 brands and charges over Rs 6 crore per endorsement, according to industry estimates. The pack of brands endorsed by Dhoni includes Reebok, Aircel, Godrej and TVS Motor.