Shah Rukh Khan is one of the most popular brand ambassador and is endorsing several products, and the superstar says whatever he does, he does it with a sense of responsibility.

"When you are a brand ambassador for anything, any of the products or even a leading man for a film or a producer, I think you have a lot of responsibility. Apart from the fact that we have fun, crack jokes and have a sense of humour, whatever I do, I do it with a sense of responsibility," the 46-year-old said here at the Cosmopolitan Fun Fearless Female Male Awards.

Shah Rukh, who recently became the brand ambassador of West Bengal, says he is proud of his association with the state.

"Kolkata, West Bengal is very close to my heart, apart from the fact that we have a team there. Whenever I have gone there, even to perform...the people love you there," said Shah Rukh who recently launched the new logo for his Indian Premier League (IPL) team Kolkata Knight Riders.

"There is a high level of interest in cinema, in intelligent conversations and knowledge. It's one of the most leading states of the country, so I am very proud to be the brand ambassador. I will take it with as much responsibility as I give to everything else I do," he added.

Shah Rukh is currently working in Yash Chopra's untitled film opposite Katrina Kaif and and co-producing "Student of the Year" with Karan Johar.