MUMBAI: Actor Abhishek Bachchan has been signed by Arvind Brands to endorse its denim brand Flying Machine.

Earlier this year, Arvind Brands unveiled plans to re-launch Flying Machine with Italian Designer – Chicco. On the anvil were a new brand identity and exclusive retail stores. Bachchan’s appointment as brand ambassador is a part of the re-launch strategy.

Arvind Brands CEO J Suresh said, “The new Flying Machine is all about a ‘State Of Mind.’ Abhishek Bachchan is symbolic of today’s “No Limits India,” which prides itself on its strides even as it remains rooted in the cultural sensibilities. Abhishek Bachchan brings on board a terrific persona, a fresh and an impeccable style, youthfulness and an incredible ability to marry class with mass.”

Chicco said, “The AW07 collections is set in the streets of Europe and is inspired by ‘Fashion Tripping’ a concept, representative of a fantasy that combines influences from every fashion capital into a young persons wardrobe.”

Flying Machine business head Alok Dubey adds, “Chicco’s designs have given Flying Machine the cutting edge of designer fashion and a very international air. The potent combination of Superstar Abhishek Bachchan, Italian Designer Chicco and our world class retail environment designed by JHP London, will amplify the brand’s badge value and reinforce the brands core identity as an iconic international fashion brand. The pricing of course remains sensible and competitive.”

In the past, Abhishek Bachchan has also endorses brands like Motorola, BIG 92.7 FM, American Express, Omega, Ford and LG.