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Kriti Sanon is new brand ambassador for ITC Vivel's Ab Samjhauta Nahin


The actress plays a traffic police officer in the latest advertisement for the personal care brand, ahead of International Women's Day on 8 March.

Our Correspondent

Kriti Sanon has been roped in by ITC Vivel as their new brand ambassador. The brand's philosophy of Ab Samjhauta Nahin encourages women to not compromise with their choices and dreams. Sanon will feature in their new campaign promoting a line of soaps and bodywashes.

The actress features in their latest advertisement for Vivel Cool Mint, where she plays a traffic police officer working in the sweltering summer heat. The 20-second advertisment has been conceptualised by Brand David and is situated in a busy traffic jam. Sanon's police officer is a progressive and confident woman, who refuses to succumb to a young driver's sexist jibes and voices a befitting quick comeback, while she continues to keep her cool.

Sanon, in a press release, shared her excitement on being the new face of Vivel. “The brand's core narrative of being more than just a beauty discourse makes it extremely fulfilling for me to associate myself with both the product and the philosophy. Vivel's beauty is real and uncompromising, hence being the Vivel woman comes very naturally to me. As a woman with a voice, I have achieved my dreams through my uncompromising spirit," Sanon said on her selection.

The actress, who was last seen in Ashutosh Gowariker's Panipat (2019), recently completely filming for Maddock Films' upcoming feature, Mimi (2020), directed by Laxman Utekar. She is also starring with Akshay Kumar in Bachchan Pandey (2021).