In a techno savvy age, where everything is ruled by the click of a mouse, actor Hrithik Roshan encourages the youth to write more, through his ad campaign for pen brand Flair.

K.J. Rathod, chairman of Flair group of companies, feels that the superstar, with his superhero image of "Krrish", was the right choice for the brand.

`I think every superhero carries a social responsibility on his shoulders. We felt that Hrithik would fit in with the essence of Flair that aims at education being the key to a sound nation. And he was only too happy to join in,` Rathod said in a statement.

Hrithik is eagerly waiting for the release of his film, "Krrish 3", which also stars Vivek Oberoi, Priyanka Chopra and Kangana Ranaut. The film will hit screens Nov 1.