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India's largest truck financing company, Shriram Transport and Finance Company Limited has roped in Dharmendra as their official brand ambassador. The management believes that the veteran actor's image suits well with that of their transport company. Strength and reliability are the two attributes the two have in common, thus Dharmendra was an ideal choice. Besides, he is a known personality countrywide and of course one of the favorite stars of the truck drivers and owners. So he can successfully help communicate the target audiences of the transport company.

Furthermore, Dharmendra empathizes with the dilemma of truck owners and drivers and is proud to be associated with the brand. As a part of one year contract, Dharmendra will communicate with truck drivers through various events and promotional campaigns.
Looks like the 'son of soil' image' of Dharmendra is still strong enough to have an impact on people even today.