Singer-actor Dhanush, who is on a roll with the positive response to "Raanjhanaa" and "Maryan", has a new endorsement in his kitty. He is now the face of chewing gum brand Center Fresh.

Dhanush, whose popularity went several notches high thanks to his song "Why this kolaveri di?", will feature in the new TV commercial of the product, which is under confectionary brand Perfetti Van Melle India (PVMI).

"It feels great to be associated with Center Fresh. Looking forward to work on some exciting campaigns for the brand," Dhanush said in a statement.

Dhanush's youth connect is a vital reason why he has been chosen to endorse Center Fresh, which itself is popular among the youth.

"While Dhanush is taking his first steps in Bollywood, in our key markets he is very popular, especially among the youth. We are really looking to leverage Dhanush's equity to help take Center Fresh to the next level," said Mandar Keskar, category head (Gums), Perfetti Van Melle India.

A new TVC for the brand is currently under development and it will be released later this year.