We say in India that the celebrities can sell anything and everything and they do so. That is the reason why we have Amitabh Bachchan selling everything from a chocolate to pain balm to cement to ‘chavanprash' to what not.

Well, it is not just Amitabh, but Shah Rukh Khan is also one of those Indian male stars who has sold anything from hair oils to soaps to fairness creams.

Yes, you have got it right, the ‘fair' and the ‘handsome' hero of Bollywood is now going to endorse yet another beauty product of Emami. Yes, yes, King Khan will soon be seen in Emami's ‘Fair and Handsome' fairness cream for men. Thus, he now become the first male celebrity to do so.

The commercial is a song-dance jingle-based sequence. The music for this has been composed by Vishal and Shekhar, whereas Shaan has rendered the song for Khan and Firoz Khan has choreographed it. The advertisement will be directed by filmmaker Shirish Kunder ('Jaan-E-Mann' fame), who incidentally makes his debut as a commercial ad filmmaker.

With the new campaign for the brand, Emami group director Mohan Goenka expects the annual revenues of Fair and Handsome to touch the Rs 550- Rs 600 million (Rs 55 - 60 crore) mark, which is 40 per cent higher than last year's achieved target.

And why not? You must have paid a huge sum to Shah Rukh and moreover, what else could we ask for after ‘Lux'?