26 year-old, Vaibhav Bedi a luckless Indian romeo is suing Axe after failing to land a single girlfriend during seven years of using their product.

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

Axe is famous for its racy ads featuring barely clothes women throwing themselves at men who use Axe products.

But Bedi says 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.”

India’s leading compensation litigator Ram Jethmalani however warned: “There is no data to substantiate the supposition that unattractive and unintelligent men don’t attract women. In fact some of the best looking women have been known to marry and date absolutely ghoulish guys. I’d suggest that the company settles this issue out of court.”