"Emami made this choice for a definite resonation between Milkha Singh's fitness and endurance, more widely celebrated with his recently released inspirational biopic 'Bhaag Milkha Bhaag', and the health benefits imparted from Zandu Kesari Jivan," the company said in a statement.
Emami Ltd Director Harsha V Agarwal said: "Our brand Zandu Kesari Jivan which promotes good health, youthful vigour and energy found a perfect fit in Milkha Singh, who even at the age of 84, is a symbol of youthfulness and vigour."
The new television commercial of Zandu Kesari Jivan featuring Milkha Singh is scheduled to be on air this month.
Zandu Kesari Jivan is also endorsed by Pandit Birju Maharaj, the company added.
Image: Milkha Singh; Photograph: Ben A Pruchnie/Getty Images