Shah Rukh Khan, Shahid Kapoor and John Abraham have been endorsing men's fairness creams for a while now. Now there is another addition to the list -- Salman Khan!

Sallu will be the face of a leading brand in the market which will rival the one endorsed by his bete noire SRK

An insider informs, ` The deal was inked a few days ago just before Salman left for the shoot of his brother Sohail Khan's film. Salman has been paid a whopper (read: a couple of crores) as he was deemed as the right choice for the company that is entering for the first time in this category.`