MUMBAI: Bollywood superstar Shah Rukh Khan will soon be seen relishing the ‘Fresh ‘n’ Juicy’ drink – Frooti, this summer. The 47 year old actor has been roped in as the brand ambassador for Parle Agro’s popular mango drink Frooti.

This strategic move comes in the heels of aggressive competition in the market from other mango drinks. While PepsiCo’s Slice, has been given a whole new level of sensuality as Katrina Kaif endorses its ‘aamsutra’ nature, Coca-Cola’s Maaza has recently roped in Imran Khan and Parineeti Chopra.

Parle Agro, Joint M.D and Chief Marketing Officer Nadia Chauhan confirmed, “Getting Shah Rukh Khan to endorse Frooti is expected to take the brand to places where it’s never been before and widen its consumer appeal. For the past 27 years, Frooti has been synonymous with its ‘Fresh ‘n’ Juicy’ jingle. Now, by bringing on a brand ambassador as huge and popular as Shah Rukh Khan, we aim to reach a wider cross-section of consumers.”

Reports suggest that the company will begin a new promotion campaign this weekend, spending about Rs. 40 crore. The promotions will run all through summer.

SRK has already begun the shoot for the mango drink with ace photographer Dabboo Ratnani. Ratnani tweeted a sneak peek of the shoot with a “Magical Shoot for @frooti with @iamsrk #SRKLovesFrooti .. Sharing a Yummilicious Behind The Scenes.”

Within hours of the news being out, #SRKlovefrooti started trending heavily in India on social networking platform Twitter.

After bringing the King of Bollywood, as they call him, onto the campaign, the company expects Frooti to grow 40-50 per cent in 2013. The new commercial featuring Shah Rukh Khan will air on television this Sunday.