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A luckless romeo has sued cosmetics firm Axe after he failed to land a girlfriend during seven years of using their products.

Indian Vaibhav Bedi, 26, is seeking £50,000 from parent company Unilever for the “depression and psychological damage” caused by the lack of any Axe effect.

Court officials in New Delhi have accepted dozens of half-used body washes, shampoos, anti-perspirants and hair gels for forensic tests.

Axe is famous for its saucy ads showing barely clothed women throwing themselves at men.

Vaibhav said in his court petition: “The company cheated me because in its advertisements, it says women will be attracted to you if you use Axe. I used it for seven years but no girl came to me.”

Unilever refused to comment on the case.

But India’s leading compensation lawyer Ram Jethmalani said: “There is no data to substantiate the supposition that unattractive and unintelligent men don’t attract women.

“In fact, some of the bestlooking women have been known to marry and date absolutely ghoulish guys.

“I’d suggest the firm settle this issue out of court.”