Hrithik Roshan will sell Magic Moments

These are called the Magic Moments of Bollywood.

When the stars give their signatures to their fans, it's called as an 'autograph'. And if they give their signatures to companies, it's called a 'deal'. The recent times have seen the liquor category being the latest industry to encash on the 'Bollywoodisation' fever.

In the past, one has seen stars like the eternal Dharmendra, the ever- bankable SRK, Shiney Ahuja, Zayed Khan and even Shilpa Shetty doing the honours, by striking deal with liquor brands.

Now Hrithik Roshan has struck with Radico Khaitan 's premium brand Magic Moments.

After having endorsed vests and mobile phones, Hrithik seems to be on a roll with this endorsement.

Reasoning Hrithik as the choice, Abhishek Khaitan (MD, Radico Khaitan) said that Hrithik's energy, style personality fits well with the brand's personality.