Hindustan Unilever Limited (HUL) has signed on star Preity Zinta as the brand ambassador for Rexona roll-on deodorant.

The FMCG major has also changed the positioning of the product from a 'fragrance category' to the more appropriate 'health and hygiene'.

According to Lakme Lever vice president Anil Chopra, "A larger awareness needs to be built around the roll on deo product as against the aerosol sprays. Rexona has decided to look at the health and hygiene category instead of limiting itself to merely a smell good product."

The body copy for the deodorant reads "Who will you meet next?" followed by the tagline, 'Be Ready'.

To boost the brand salience of Rexona deodorant, HUL will launch a major marketing drive around the product.

HUL deodorant's marketing manager Shubhranshu Singh said, "Apart from the television commercial featuring Preity, the campaign will involve on ground activity like direct sampling and a contest which allows a lucky winner to enjoy a movie date with Preity. In terms of a media mix we are divided equally between television and non television medium."

While the brand has avoided celebrity endorsement up to this point, Singh is "…confident about Preity lending a positive image to the product. She embodies 'confidence, passion and active uninhibited lifestyle' and our brand is also targeted at the SEC AB group which is always on the go."