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Hrithik Roshan, who was last seen in Bang Bang, will now promote an instant fairness face wash for men. According to a statement, the TV commercial will soon hit the small screen. Earlier, Shah Rukh Khan was a brand ambassador for a fairness cream. Even actors like John Abraham, Varun Dhawan and Arjun Rampal promote big brands in the men s grooming section.
Emami Limited has roped in superstar Hrithik Roshan as one of the brand ambassadors for the 'Fair and Handsome' line of products, a Rs.235 crore power brand and a category creator, a statement from the company said.
The popular actor will be endorsing the 'Instant Fairness Face Wash' which was launched in February. Read more about how new regulations make it illegal to call people with dark skin inferior.
With this, Hrithik becomes the second celebrity to join the Fair and Handsome portfolio after eight long years since Shah Rukh Khan first started endorsing the brand, the release said.
In the Indian summer, however tough men may be, it is but natural for men's skin to be over-exposed to sunlight, sweat, oil and dirt due to the strenuous demands of the present day environment, Hrithik said in the statement. Read about whether skin fairness products actually work.
I experience them regularly as my shoots take me outdoors, ruthlessly exposing my skin to these elements, he said.
The actor said the face wash gives him a refreshed feel and an instantly brighter look and I am glad the brand is putting emphasis on this aspect.
Hrithik's association with the brand would be supported by a 360 degree integrated communication.
A television commercial featuring the actor, developed by Vox Parables and directed by Vishal Vij will go live on air soon.
Image source: Getty Images
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