Shahrukh to endorse male fairness cream

The King Khan on his association with Emami says, "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." Khan has been signed on for a two year contract with the FMCG Company. Regarding why the Bollywood superstar was taken in for endorsing the beauty product, Emami Group head, Mohan Goenka says, "Emami Fair and Handsome has been a star brand in our portfolio and hence we thought of associating Shah Rukh's brand image with our own."

Industry experts feel, "Shah Rukh can do for the male fairness cream what he did for Lux's beauty soap. Lux has always been associated with Bollywood beauties but SRK was the first male star to promote a product usually endorsed by women. The product amassed a lot of publicity (both negative and positive) leading to a heavy spurt in sales."

The only other Bollywood male persona to feature in a fairness cream ad has been SRK's director of two films - Karan Arjun (1995) and Koyla (1997), Rakesh Roshan. The Krrish director played himself in the Fair and Lovely commercial few years ago.

Biscuit King - Khan

SRK who also endorses ITC's Sunfeast brand of biscuits, recently shot for a television ad for Sunfeast's Snacky with Dia Mirza which will be aired on television channels in the first week of July. His production company Red Chillies Entertainment has produced this ad. Our source close to the King Khan informs us, "It will be the first ever ad featuring SRK in which he will not be seen mouthing any dialogues. The Snacky commercial will feature him and Dia Mirza sitting together, munching the biscuits. SRK will then be shown making puppy dog faces at an angry Dia Mirza."