PTI

New Delhi: The Emami Group has roped in actor Shahrukh Khan as brand ambassador for its fairness cream for men — ‘Emami Fair and Handsome’ — to increase its foothold in the fast-growing segment.

The Rs1,500-crore personal care and health care group has signed Khan for two years to endorse the product in the country, an Emami release said on 17 June.

Khan has been associated with the company and already represents brands like Himani Navratna Oil and Himani Sona Chandi Chyawanprash.

“Emami Fair and Handsome has been a star brand in our portfolio and hence we thought of associating Shahrukh’s brand image with our own Emami Fair and Handsome,” Emami Group Director Mohan Goenka said, adding the company has extensive plans to promote this new association across all media.

On being signed as the brand ambassador of the fairness cream, Khan said: “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 hair care, baby care and men’s grooming segments, which would include shaving cream, toiletries and skin creams.

Emami director Aditya V Agarwal said products like Fair and Handsome, Navratna Oil and Sona Chandi Chyawanprash have contributed significantly to the company’s annual growth rate of 25-30%.