Bollywood star Saif Ali Khan will be the new brand ambassador for Newport jeans, the textile firm Arvind Brands announced Tuesday.

Saif, son of former Bollywood heroine Sharmaila Tagore and former Indian cricket skipper Mansur Ali Khan Pataudi, will be the central figure of a multimedia advertising campaign by the company.

"Saif will set an example for Generation X on how to be more stylish the Newport way," Arvid Brands president Darshan Mehta told reporters.

Endorsing the campaign, Saif said in a statement that Newport jeans were one of his favourite collections.

"These are the clothes I personally wear and see them as reaching out to the youth and helping them express their style," the statement quoted the actor of hits like "Hum Tum" and "Dil Chahta Hai" as saying.

Priced between Rs.399 and Rs.699, the jeans will be available at 2,000 outlets across the country from this month.