Ehsaan Noorani (of the Shankar-Ehsaan- Loy trio) is the first Indian to endorse a musical instrument.

A leading guitar company has launched Noorani's signature line collection. Ehsaan had bought his first guitar in 1981 from the same company.

Little did he know that a few decades down the line his association with the company would move into a whole new plane. Jimi Hendrix, Eric Clapton, Mark Knopfler and John Mayer have all endorsed the same brand of guitars.