A new film shot by Bollywood director Pradeep Sarkar will go on air this month to strengthen the brand message of ‘tasty and fun digestive’. Dabur India has announced the signing of Bollywood star Ajay Devgn as the new brand ambassador for its digestive brand Dabur Hajmola. A new campaign featuring Devgn will go on air this month.

“Hajmola has over the years established itself as a ‘tasty and fun digestive’ for post-meal consumption. Hajmola’s huge success can be gauged by the fact that over 2.6 crore Hajmola tablets are consumed daily. The campaign will take this message further and seek to establish the three important aspects of ‘Sharing, Chatpata Taste and Salivation’ in a fun-filled manner,” said Ajay Parihar, Dabur India Category Head – Digestives.

This high energy campaign has been directed by acclaimed Bollywood director Pradeep Sarkar. “Hajmola and Ajay Devgn have a lot in common; both are hugely popular among both young and old, and have delighted their consumers for several years. It gives us great pleasure to welcome Mr Devgn as the new face of Hajmola,” Parihar added.

“We will also be initiating a high visibility drive across key markets, besides sampling the various Hajmola variants across eating joints in various cities driving the brand’s fun and digestion connect,” Parihar said.

As part of its consumer-connect initiative, Hajmola had earlier joined hands with scores of popular street food outlets across the country. Customers at these outlets were served Hajmola to promote its post-meal connect and further establish Hajmola as a tasty digestive.