Amitabh Bachchan to lead Dabur''s entry into malted food drinks as brand ambassador

Amitabh Bachchan, brand ambassador for a number of Dabur's products, will also endorse Chyawan Junior, the product with which Dabur is entering the Rs1,500 crore malted food drink (MFD) segment.

The MFD product is an offshoot of its ayurvedic health supplement, Dabur Chyawanprash, drawing from the basic ingredients of Chyawanprash.

As a part of its multimedia campaign, Dabur has released a television commercial in which Bachchan plays grandfather. The ad revolves around the creative of Apun ka style, or 'my style'. The commercial has been created by McCann, and targets kids aged 5-12 years, and their mothers.

Ad spends are estimated in the range of Rs10-15 crore.