Dharmendra was also the advertisers’ favourite

MUMBAI: Dharmendra Singh Deol didn’t just conquer Hindi cinema—he owned India’s advertising landscape too. The actor, who died on 24 November, brought his trademark machismo and million-watt smile to dozens of television commercials, transforming mundane products into must-haves for millions of Indians.     

His Rajdoot motorcycle campaign remains legendary. Clad in a sleeveless vest, Dharmendra extolled the two-wheeler’s toughness before delivering his signature sign-off: “Rajdoot. A travel companion with a lot of life. A special travel companion.” It was vintage Dharmendra—effortless, earthy, authentic.

The Bagpiper soda commercial showcased his playful side. He growled his famous line—”Kaminey, mein tera khoon pee jaonga” (You rascal, I’ll drink your blood)—before softening into romance and inviting viewers to share a Bagpiper with him. Surrogate advertising never looked so seductive.     
   

Perhaps his most memorable outing was for the National Egg Coordination Committee. In a riotous roadside dhaba scene, Dharmendra thrashed a reluctant owner into making a ten-egg omelette, flirted with a young woman asking for “Sunny,” and quipped “Sunny side up” before the punchline dropped: “Sunday ho ya Monday, ande khao, garam Dharam ban jao” (Sunday or Monday, eat eggs and become hot like Dharam).     

He also pitched Yummy Chef ready-to-eat meals in Hindi and Punjabi, Ford New Holland tractors, Qwik and Massimo batteries, and Sona Chandi Kesar Chawanprash—a portfolio as diverse as his six-decade film career.     
 

In an era before social-media influencers, Dharmendra was the original brand whisperer. He sold products the old-fashioned way: with charm, conviction and that inimitable swagger. India bought everything he was selling.