MUMBAI: Film actor Saif Ali Khan is the new brand ambassador for the Brooke Bond Taj Mahal Tea brand.

Tabla maestro Ustaad Zakir Hussain had been the face of this brand for close to 20 years. With Khan as its new ambassador, Taj Mahal Tea is repositioning itself in the tea market and hopes to get back young consumers. A new TV commercial featuring Khan is already on air.

“Just as the Ustaad symbolises excellence in his field, Saif’s growth as an actor and his recent performances are a tribute to his desire and ability to excel. This aspect, along with the passion Saif shares for the brand, makes him the perfect candidate to join Ustaad Zakir Hussain in his association with Taj,” says a company release.

In 2006, Khan was also appointed brand ambassador for clothing company Provogue.