With the launch of its `HE` Deodorant, Bollywood Superstar Hrithik Roshan has been roped in as brand ambassador for his charismatic macho appeal across urban and semi-urban demographies as a celluloid 'superhero' which complements the brand's promise-'Be Interesting'.

On this announcement Director of Emami Limited, , Mr. Harsha V. Agarwal said, `Deodorant, despite being cluttered Rs. 2000crorecategory, is still the largest and fastest growing in the male grooming segment clocking double digit growths. The level of penetration being very low, the segment has dynamic prospects.

Moreover, consumers have been shifting brand loyalty in this category with a multitude of me-too brands, all in the chic magnet space jostling for consumer attention. This is where `HE` Deodorant with its differentiated promise of urging its customer to 'Be Interesting', as 'Being Normal is Boring' will have an edge. Added to it, the fragrances of deodorants are trickle down of everlasting masculine international perfumes. 'HE' is expected to carve a significant consumer mindshare and establish itself as a dominant player in the next few years.`


HrithikRoshan, the celebrated actor & brand ambassador, said, `HE Deodorant is for men who detest being common place. In life there are two ways of doing things. The normal, which is also the easiest but boring way or, the interesting way.

`HE` is for those people who want to make things happen. 'He' is never boring, 'He' is never dull. 'He' is always interesting & this is why I didn't have to think twice before giving my nod to get on board with Emami's'HE' Deodorant.`