MUMBAI: On the occasion of 100th International Women’s Day, Dabur has signed the new Bollywood actress Sonakshi Sinha as the brand ambassador for its brand FEM.

The agreement was recently signed by Sonakshi Sinha and Dabur India CEO Sunil Duggal. The first campaign for Fem bleaches featuring Sinha will be launched shortly.

"Fem has been the pioneer in bleach category in India for more than two decades now and enjoys over 55% share of the bleach market. The brand Fem personifies attributes like youthful, contemporary, aspirational, confident and expertise. The face of the brand that lives up to these attributes is the cine celebrity Sonakshi Sinha, who clearly epitomizes Fem’s personality. Sonakshi imparts mass appeal, youthfulness and a spirit of achievement to the brand," said Dabur India executive vice president – marketing (Personal Care) Vikas Mittal.

Sinha added, "Like every Indian, I have been associated with Dabur for years now as a consumer. So, it gives me great pleasure to be associated with a large beauty brand with a stature of Fem and be the face for the brand, the most trusted bleach brand and a product that I myself use. According to me, Fem is a brand that celebrates women. And what better way could I have marked 100th International Women’s Day but by becoming the face of Fem on this day."