MUMBAI: Essel Group’s direct to home (DTH) service Dish TV has appointed actor Shah Rukh Khan as its brand ambassador.

However, when contacted by Businessofcinema.com, Dish TV vice president marketing Anjali Malhotra Nanda denied the development.

Sources close to the actor said that Khan shot for the company’s ads last month. “Shah Rukh Khan will be endorsing Dish TV and has completed shooting for the print and television ads for the company,” said the source.

Dish TV has approximately 2.1 million subscribers and more than 171 national and international channels. SRK, on the other hand, already endorses a range of products like Tag Heuer, Pepsi, Hyundai, AirTel, ITC SunFeast, ICICI, Emami Fair and Handsome, Compaq, Videocon and S Kumar’s Belmonte amongst others.