MUMBAI: Dabur India has ventured in the Malted Food Drink (MFD) market with the launch of Chyawan Junior. Amitabh Bachchan has been chosen to endorse the product.

Chyawan Junior is aimed at tapping the Rs 1,500 crore milk beverage market in India, which is growing at 15 per cent.

Bachchan also endorses the company’s other brand – Dabur Chyawanprash. The advertising campaign for Dabur Chyawan Junior is built around a creative thought “Apun Ka Style,” which connotes Chyawan Junior as the choice of today’s kids.

Dabur India executive vice president KK Rajesh said, “Dabur is putting in a concerted effort at expanding the Chyawanprash category by introducing new and innovative variants. Dabur’s entry into the MFD segment, with Dabur Chyawan Junior, is yet another step in this direction. The launch of Dabur Chyawan Junior reiterates our commitment to the consumers by providing them a wider choice. Dabur has over 120 years of experience in developing breakthrough Ayurvedic products. The Dabur brand name enjoys strong brand equity among consumers, and has been built over the years through safe and efficacious products.