MUMBAI: Dabur India has roped in Bollywood actor Ajay Devgn to endorse its digestive tablet brand Hajmola.

Dabur India senior marketing manager Ajay Singh Parihar said, "The challenge for Hajmola was to have a do good celebrity with mass appeal, consumer affinity and comic timing replicate the consumer experience that Hajmola brings in ones mouth - Unique Chatpata Taste. From that logic Ajay seemed the best."

Devgn will henceforth be seen in the communication campaign of the brand. The company is rolling out an ad film that has been shot by Pradeep Sarkar and illustrates the product story in an interesting way.

Mates, a part of Madison World, which works on brand promotion and film entertainment, has played a role in bringing together some relevant associations in the endorsement space, the company said in an official statement.

Amitabh Bachchan had endorsed the brand in past.