Dharmendra, Bollywood’s ‘He-Man’, passes away at 89

Veteran Bollywood actor Dharmendra Deol, known mononymously as Dharmendra, passed away in Mumbai earlier today at the age of 89, just days before 90^th birthday. Filmmaker Karan Johar publicly confirmed the news of his demise on Instagram.

 

 

 

 

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A post shared by Karan Johar (@karanjohar)

Fondly called Bollywood’s ‘He-Man’, Dharmendra was widely considered one of the most commercially successful film stars in the history of Indian cinema, with a career that spanned six decades and over 300 films.

Born in Punjab in 1935, he won a talent show organised by a film magazine, and later moved to Mumbai to act in his first film in 1960. Following that debut, he appeared in everything from arthouse films to soft romances, action films and goofy comedies, making him the top actor of his generation. In 2012, he was bestowed the Padma Bhushan, India’s third-highest civilian honour.

His charismatic screen presence and versatile acting skills made him one of the industry’s most bankable stars. For nearly forty years, he was the reassuring face on tractor commercials and tourism campaigns. His rugged, dependable persona connected with viewers in smaller towns.

Take for example his powerful screen presence in ‘Rajdoot—Mardon Ki Sawari’ (Rajdoot-The ride of real men). Aired on Doordarshan, the ad captured the spirit of freedom, masculinity, and timeless style, becoming a cultural icon for every aspiring rider in India. It was also the era when macho advertising in Indian media was taking off.

“Dharmendra had a wide appeal as a tough yet endearing and versatile star, with no frills,” said Lloyd Mathias, a former marketer and independent director who was with Herbertsons in the 90s when the actor was roped in as an ambassador for Bagpiper whiskey.

“This was when liquor was still being advertised. We had Dharmendra as a brand ambassador for Bagpiper whiskey, along with contemporaries Sanjeev Kumar and Shatrughan Sinha. His pan-Indian appeal and deep popularity in the interiors of the country was a key factor [in choosing him]. His tough exterior with old-world masculinity was a big draw for advertisers,” Mathias recalled.  

Some of the other brands that leaned into Dharmendra’s charisma to gain a foothold in smaller Tier-2 and Tier-3 markets included the National Egg Coordination Committee (NECC), Shriram Transport Finance Company, Okaya Power Group (a manufacturer of inverters and UPS batteries) and Haryana Tourism.

A look at some of Dharmendra's most iconic advertisements over the years:

 

 

 

 

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