Madhuri Dixit Fan Club # 3 - Page 80

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New Delhi, Mar 8 (PTI) The country''s largest fast moving consumer goods firm by sales Hindustan Unilever has roped in Bollywood diva Madhuri Dixit to endorse its fabric care brand -- Comfort.

The actress features in the latest TV campaign aired by HUL to promote the fabric conditioner that was test launched in India in 2006 and rolled out nationally last year.

"The Comfort advertisement brings alive the special touch that a housewife brings to her family in everything that she does, including keeping clothes shining and fragrant. We feel that Madhuri embodies the Indian mother''s endeavour to give the best to her family in everything she does," an HUL spokesperson told PTI.

Fabric conditioner is a new category and HUL is investing to grow this category.

"We are investing strongly on consumer education and product experience to grow this segment," he added.

It may be recalled that Madhuri has also endorsed Lux soaps by HUL in the past when she was at the peak of her career in Bollywood.

Madhuri, who took a sabbatical after her marriage, has been on a comeback trail in the Indian entertainment space and currently features in ''Jhalak Dikhla Ja'' on entertainment channel Sony.

With her popularity still intact, recently Bush Foods, a basmati rice and ready-to-eat food company, also announced Madhuri as its brand ambassador and is set to launch a multi- media marketing campaign.

In 2009, even Kolkata-based Emami had signed up a two year long contract with the actress to promote a babycare product.