"We have roped in Pandit Birju Maharaj to endorse the mother brand Zandu for a period of over one year," Emami Director Harsh Agarwal said.
The signing also coincides with the centenary celebrations for the brand and the company will launch a national television commercial campaign, featuring the 73 years old brand ambassador, he added.
"As the company grows and our portfolio increases, we will rope in more celebrities. Pandit Birju Maharaj is the ideal choice for Zandu portfolio as he embodies healthiness, vigor and well being," he added.
Recently the company has signed up M S Dhoni to endorse Zandu Pancharishta. In the past Zandu products have been endorsed by celebrities like Zaheer Khan, Virender Sehwag and Sachin Tendulkar.
The Zandu portfolio has over 300 generic and over the counter products including balm, chyawanprash, Zandu Kesari Jeevan, Zandu Pancharishta, Sudarshan and Nityam Churna.
Emami had recently roped in Bollywood actor Kangana Ranaut as brand ambassador for its skin care products.