MUMBAI: Yatra.com’s first brand ambassador was Boman Irani. Now with reportedly procuring almost 5% stake into the company, Salman Khan will also play the role of its new brand ambassador. 

Yatra.com, which was launched in 2006, is also invested into by Reliance Capital, Network 18, Intel Capital, and Norwest Venture Partners.

With Salman Khan’s endorsement the company hopes to target small towns. "Salman will play the role of Mr. Yatra. He fits in perfectly as he is the only celebrity who cuts across masses and classes." said Yatra.com President Sharat Dhall to a leading business newspaper. 

The company is soon slated to launch a campaign featuring Salman Khan with a promotional budget of more than Rs 30 crore. 

Whether Salman Khan has really invested into the company, or is receiving shares against being the brand ambassador is unclear. Yatra.com refused to comment on the same.