The brand was looking at someone with a pan-India appeal with an equal reach in metros as well as tier two and three cities. They felt Kangana fit the bill best.
Earlier Aamir Khan was endorsing the brand but since past couple of years the brand didn't have any ambassador. They were looking for a name and face that would give them a reach as good as Aamir's. After conducting research in tier 2 and 3 markets, they finally settled on Kangana Ranaut as their new brand ambassador.
With this level of popularity among brands, Kangana sure can be called the Queen of Brands now!!