Last month, Dabur launched the new-look 30-Plus, its energy brand for men, with Malaika Arora Khan, the sultry Bollywood actor, as the brand ambassador. Those in their middle ages will remember that the brand was endorsed by actor Jeetendra in the 1980s. He was the Jumping Jack of filmdom, and 30-Plus was sold as the reason for the spring in his vertical dance movements. Dabur, after acquiring the brand from Ajanta Pharma last year, did a survey among potential consumers — all men, of course.
The message was that people would prefer a woman to communicate the benefits of the capsule rather than a man. A shortlist was drawn up, and finally Malaika walked away with the contract. Market leader Revital, of Ranbaxy, was endorsed by cricketer Yuvraj Singh. After his recent illness, Ranbaxy hired actor Salman Khan as the brand’s ambassador. It’s man versus woman in the fight between capsules, though all in the family: Malaika is married to Salman’s younger brother, Arbaaz.