Emami already has among others, Sourav Ganguly, Virendra Sehwag, Sunny Deol, Dharmendra, Govinda, Madhuri Dixit and Amitabh Bachchan as brand ambassadors.

"Today’s youth are more alike than different, celebrate differences in culture, and are more entrepreneurial at younger ages. By associating with a youth icon like Shah Rukh Khan, we are seeking to further strengthen our relationship with today’s youth.”