MUMBAI: Actor Shah Rukh Khan seems to have his hands full these days. Khan has now been roped in as the brand ambassador for Emami Group’s Fair and Handsom, which is a fairness cream for men. The company has been made so as to increase its foothold in the fast-growing segment.

Khan, who has in the past endorsed Emami’s Navratna oil and Sona Chandi Chyawanprash brands, has been signed on for Fair and Handsom for two years to endorse the product in the country.

“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 Emami Fair and Handsome,” said Emami group director Mohan Goenka.

Emami will be rolling out an extensive promotional campaign to promote this new association across all media.

Khan added, “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.”

The company plans to expand its product portfolio and launch 18 new products this year in the hair care, baby care and men’s grooming segments, which would include shaving cream, toiletries and skin creams.

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