Shah Rukh, Fair and Handsome for the first time!

The Emami Group of Companies, specialising in personal care and health care products, has signed on Bollywood superstar Shah Rukh Khan to endorse Emami Fair and Handsome, its cream brand for men. According to Emami executives, Khan was an obvious choice as the actor has been the brand ambassador for various other brands under the Emami Group, such as Himani Navratna Oil, Himani Navratna Cool Talc, and Himani Sona Chandi Chyawanprash.

“Shah Rukh was not very keen on being a part of a fairness cream commercial, as he didn’t want to come across as being biased or judgemental on the concept of fairness,” reveals Mohan Goenka, director, Emami Group of Companies. However, as SRK and the company happen to share a good working relationship, the idea materialised.

The company is banking on the TVC to spread the message of fairness creams no longer being the domain of the ‘fair sex’. The fact that 75 per cent men use fairness creams made for women prompted the launch of this product. Executives at Emami Fair and Handsome go so far as to claim it to be the world’s first fairness cream for men.