MUMBAI: He has been the perfect symbol of youthfulness and vigour — on the race track and even in his life. And thus Emami has roped in former sprinter Milkha Singh to endorse its health supplement Zandu Kesari Jivan.

This is the first endorsement deal that the “Flying Sikh” has signed almost after five decades of his last race for the country.

The new television commercial of Zandu Kesari Jivan featuring Milkha Singh is scheduled to air this month. The TVC, created by Scarecrow Communications and directed by Shivendra Singh Dungarpur, reflects the core brand proposition of youthfulness and elaborates on the benefits of Kesar.

Emami director Harsha V. Agarwal said, “We are honoured to have the great Milkha Singh as the brand ambassador for Zandu Kesari Jivan, one of our premium Zandu OTC products.  Our brand Zandu Kesari Jivan which promotes good health, youthful vigour and energy found a perfect fit in Milkha Singh, who even at the age of 84 is a symbol of youthfulness and vigour.”

The health brand is positioned as a ‘saffron enriched revitaliser’ that promotes health, youthful vigour and energy through its unique composition of herbs coupled with benefits of Kesar.   Chyawanprash is a growing health supplement category in India worth Rs 400 crore which is spurred by the increasing interest in Ayurveda and ancient sciences.

Speaking about his association, Milkha Singh said in a release, “Through my association with Zandu Kesari Jivan, I urge all people, young and old, to pay attention to their health and fitness. A healthy mind, body and spirit are the key to a youthful life.”

The product is also endorsed by Pandit Shri Birju Maharaj, who epitomises youthful vigour and energy. Emami’s past and present brand endorsers include people like Mahendra Singh Dhoni, Sachin Tendulkar, Virendra Sehwag, Sushil Kumar, Mary Kom, Saina Nehwal, Gautam Gambhir, Amitabh Bachchan, Shahrukh Khan, Madhuri Dixit, Kareena Kapoor Khan and Bipasha Basu.