Mumbai: Superstar Hrithik Roshan will now be seen promoting the new Cinthol range of soaps, deos and talcs. Being the flagship brand of Godrej Consumer Products Ltd., Cinthol is all set to re-establish itself in the personal care sector with Duggu flaunting his macho, bare-chested look in their commercials.

Godrej Industries marketing executive director and president Tanya Dubash said, ”The new Cinthol range is a result of research with consumers and stands for confidence of achievers who constantly strive to realize their aspirations without stopping. Cinthol gives them 24-Hour Confidence and enables them to lead a Don’t Stop Life."

Sources say Roshan was chosen as ambassador because of his charisma, confidence and the high standards he sets for himself. He is also known for his highly active performances and therefore, was the perfect choice.

Although Roshan himself could not be present at the launch on 19 March, owing to his over-worked state and a bad knee, he did comment that he was more than glad to lend his name to a brand with such a strong legacy, "As Cinthol is all about 24-hour Confidence, energy and a Don’t Stop attitude, it was very natural for me to associate with this brand. It is in perfect sync with my lifestyle and attitude."

Godrej will also put into motion an all-round marketing initiative to give Cinthol the visibility and reach it requires. The commercial shoot is set to happen next month and will showcase Roshan at his adventurous best.

Cinthol has earlier also featured Shahrukh Khan, Akshaye Khanna, Dino Morea and Imran Khan as brand ambassadors.