MUMBAI: Bollywood actor Salman Khan has joined hands with club Emami as its new ambassador for its category - Himani Best Choice.

A new TVC, starring Salman Khan, is expected to go on air soon across all major channels. The TVC, produced by Opticus Inc., is conceptualised, written and directed by Nitesh Tiwari. The actor would be seen in the commercial in varied situations, celebrating the great Indian foodie.

Emami brands have been endorsed by celebrities like Shah Rukh Khan, Hrithik Roshan, Kareena Kapoor Khan, Kangana Ranaut, Shahid Kapoor, Sania Mirza and many over the years.

Emami Group director Aditya Vardhan Agarwal says, “After attaining the leadership position in the Eastern markets, we now have ambitious plans to take our edible oil brands to national platforms. To reach out to the consumer base nationally, what could have been a better idea than to have two heavy duty stars on board who enjoy a strong pan-India appeal that cuts across with both masses and classes.”

“Salman Khan has a huge fan following which is evident from his slew of box office grossers like Sultan, Kick, Bajrangi Bhaijaan, Dabang and more recently Tiger Zinda Hai and we felt that he would be the right fit to take our brands to a wider consumer base,” he adds.

By clinching this deal, Emami scripts a blockbuster in India’s brand association history as Salman joins force with legendary superstar Amitabh Bachchan in endorsing the group’s edible oil brands. Emami has three brands in its edible oil business – Emami Healthy and Tasty, Himani Best Choice, and Rasoi apart from Bake Magic – a speciality fat brand.

Emami Group director Manish Goenka, added, “We expect our new campaign with Salman Khan to have huge consumer connect as he promotes our brand in his inimitable style in real life situations. We are also confident that with both Salman Khan and Amitabh Bachchan on board, it will be equally exciting for our distributors and channel partners to make our presence felt in the national branded edible oil market.”