Bollywood star Salman Khan has turned into a businessman - he has invested in the online travel portal Yatra.com and will also be the face of its new marketing campaign in India and the US.

The association will strengthen the company's connect with the masses and increase the brand's recall value in tier-II and III towns, said a press statement.

Salman is looking forward to the venture.

"I am really excited about my association with Yatra.com. This is not a normal brand association, where I am there just for face value. With Yatra, I am also now a shareholder," said Salman in a statement.

"I have immense confidence on the brand and am hopeful that the association will be beneficial for the both of us," he added.

The "Dabangg" star's NGO, Being Human, too will benefit from this association.

As part of the endeavour, Yatra.com will contribute a token amount to Being Human every time a transaction takes place on their website. The company will also sell Being Human merchandise on its website, the sale of which, again, will be contributed to the NGO.

"We have always wanted expand to newer mass markets and associating with Salman would enable us to do the same," said Dhruv Shringi, CEO and co-founder, Yatr.

The new marketing campaign of the brand will be launched in April.