Actor Akshay Kumar, who endorses consumer brands like LG, Thums UP and Micromax mobile, has been signed as the brand ambassador of Manappuram General Leasing Ltd. He says it will not be a short-term association.

"It would be a long association. They are trying to spread a message, which I want to follow along, " Akshay told reporters after being named the brand ambassador at Filmistan Studio here Monday.

Manppuram General Finance and Leasing Ltd is a Kerela based financial company. Listed in Bombay Stock Exchange, it makes easy finance available against gold jewellery.

The Bollywood star joins southern superstars Mohan Lal in Kerala, Puneet Rajkumar in Karnataka, Victor Venkatesh in Andhra Pradesh and Vikram in Tamil Nadu.

Asked if he ever took loan in exchange of gold, he said: "Till now I never had to take any loan. My parents were not so affluent, so if they would have ever taken any loan, I'm not aware of it."

Akshay, who recently featured in the comedy "Housefull", will once again be seen on the small screen in the cookery show "Master Chef India" on STAR Plus.

He earlier hosted the reality show "Fear Factor: Khatron Ke Khiladi".

"I have lot of experience in cooking, but not the major kind of dishes. I used to work in a small dhaba, so I know how to make simple dishes, " said the actor who reportedly had worked in a small restaurant in Hong Kong before coming to Bollywood.

The actor says he accepts only those shows that he identifies with.

"I have been offered a lot of other things, but I did 'Fear Factor' because I could identify myself with it. Here also, I can see myself. I know lot of things, I know the ingredients, I know how to make it." he said.