Renowned liquor company Diageo Radico has roped Bollywood superstar Shahrukh Khan as their brand ambassador for their newly launched Masterstroke deluxe whisky in Mumbai.

"The fact of the matter is that products like this are allowed. And they need to be sold. They should be projected in the market. And they could be brought into the market," Khan said.

Khan, 41, who endorses numerous products ranging from cars to colas, would be promoting a liquor brand for the first time.

According to a company spokesperson, Khan will play a key role in brand and product communication on television, print and outdoor media.

Market sources claim that the company is putting in around rupees 200 million on marketing, including the endorsement fees given to Khan.

Khan is now endorsing a multitude of brands, including Hyundai Santro, Tag Heuer, Videocon and Sunfeast biscuits.