The Emami Group has roped in actor Shahrukh Khan as brand ambassador for its fairness cream for men -- 'Emami Fair and Handsome' -- to increase its foothold in the fast-growing segment.

The Rs 1,500-crore personal care and health care group has signed Khan for two years to endorse the product in the country, an Emami release said.

Khan has been associated with the company and already represents brands like Himani Navratna Oil and Himani Sona Chandi Chyawanprash.

"Emami Fair and Handsome has been a star brand in our portfolio and hence we thought of associating Shahrukh's brand image with our own Emami Fair and Handsome," Emami Group Director Mohan Goenka said, adding the company has extensive plans to promote this new association across all media.

On being signed as the brand ambassador of the fairness cream, Khan said: "I share a long and fruitful association with the Emami Group and this is yet another step toward strengthening my faith in them and their products".