NEW DELHI: Popular ESPN Star Sports commentator Navjot Singh Sidhu has just been signed on by a biscuit company to be its brand ambassador.

The 'Raja of Rhetoric' was in the city recently - between Tests - to shoot the commercial. The catch line for the product is Life Apni, Taste Apna. When Euro RSCG, the ad agency approached ad film guru Sanjiv Sharma with this concept, Sanjiv's first reaction was to put Sidhu in the film. "I feel Life Apni, Taste Apna best describes Sidhu's approach to cricket commentating. The man's sharp, around him you need to be on your toes -- like a midget in a urinal" he says.

Sanjiv who recently also shot the Nawab of Pataudi for a plywood commercial directs the game shows Khulja Sim Sim and Kisme Kitna Hai Dam on Star TV. Sidhu follows the lead of another cricketor Sachin Tendulkar who is currently endorsing Britannia, another biscuit brand.