Shah Rukh Khan to endorse men`s fairness cream

Shahrukh Khan has been roped in by the Emami Group as brand ambassador for its fairness cream for men - Emami Fair and Handsome - to increase its foothold in the fast-growing segment.

The Rs 1,500-crore personal care and health care group has signed Khan for two years to endorse the product in the country, an Emami release said.

Khan has been associated with the company and already represents brands like Himani Navratna Oil and Himani Sona Chandi Chyawanprash.

On being signed as the brand ambassador of the fairness cream, Khan said: "I share a long and fruitful association with the Emami Group and this is yet another step toward strengthening my faith in them and their products".