Bollywood actor Imran Khan, who has stayed away from the endorsement segment, will now be seen in the new Coca -Cola advertisement as its brand ambassador.

"This is actually the first and the only endorsement I have signed over a year and a half since I have joined the film industry. This was the only endorsement that I wanted to sign before they ever came to me," said Imran.

"I think Aamir has been endorsing Coke for 10 years now and ever since I was a kid, I used to watch his ads. I have always considered Coca-Cola to be synonymous with refreshment and happiness. I am sure everyone will find the new Coca-Cola communication extremely engaging," he added

The new campaign also features Kalki Koechlin, star of the movie "Dev D".

Talking about the concept of the ad, Imran said: "The entire concept of the film is about how Coke breaks the ice between two characters who might not have been together, if Coke wasn't there.

"What is really interesting in the ad is that we have used an imaginary bottle."

The new campaign has been conceptualised by the creative team of McCann Erickson.

The ad, directed by Dibakar Banerjee, who has made award winning feature films like "Khosla Ka Ghosla" and "Oye Lucky! Lucky Oye!", is set to be rolled out in the last week of February.