Hindi movie star Salman Khan has been announced as the face of UAE based high-street retailer Splash.

The AW'13 campaign featuring Salman will be shot in London and will be launched later this month.

`Splash is an amazing high street retailer with a very vast reach in the region,` the `Ek Tha Tiger` star said in a statement.

In the past, Splash helped Salman launch the fashion brand of Salman's Being Human NGO.

`Our relationship with Salman dates to when we launched Being Human as part of our brand portfolio, which now gets stronger. Salman is a brand and his appeal spans through generations, classes and nationalities, particularly with the Arabs in the region, where every personality of his is loved and revered by his fans,` Splash CEO Raza Beig said.