Samsung Telecommunications India (STI) Wednesday announced the appointment of Bollywood star Aamir Khan as the brand ambassador for its new range of mobile phones.

The announcement was made at the launch of Samsung's five new sleek and stylish phones that exemplify cutting-edge technology and design innovation in Mumbai. The actor, lauded by all and sundry for making 'Taare Zameen Par', was present at the function here.

'With Aamir Khan as our brand ambassador, our strong, differentiated product line-up and our enhanced distribution reach, I am confident that we should be in a position to double our market share in India this year,' said H.B. Lee, president and chief executive officer, Samsung's South West Asian headquarters.

So when Aamir was approached by the mobile company, Samsung, to promote their brand, it seemed to be a direct challenge to SRK, who endorses Nokia.

Samsung is aiming to double its market share in India and they have now Aamir endorsing their products.

At the press meet, when a journalist asked Aamir how he perceives competition from SRK, Aamir grinned, "As always, Shah Rukh Khan prefers being number two."

The Taare Zameen Par actor-director denied that he was joining Indian Cricket League or will own any cricket team in the future like SRK, who owns the Kolkata team for Indian Premier League.

"I am not purchasing any team but as a fan, I love to watch cricket," Aamir said.

The new handset range targets consumers across multimedia, business lifestyle and popular segments.

The high point of this new range in the music phone segment is the Samsung SGH-i 450. Priced at Rs.15,000, it seeks to give users a Mobile Theatre experience. The Samsung SGH-G800 is a five-mega pixel camera phone with 3x optical zoom and is priced at Rs.21, 799.

Samsung i550, D-880 caters to business consumers and comes with an in-built GPS receiver and five hot keys provided for music, camera, navigation, internet and main menu. It costs around Rs. 25,000.

After that Dual GSM Sim phone, Samsung D 880 comes with 3.2 Mega Pixel Camera, 2.3' wide LCD screen, Bluetooth and Stereo FM radio. It will cost Rs.13, 799.

And the last one is J210, which is quite affordable. It costs Rs.6,649.