Actor Arjun Rampal, who has played various roles on the silver screen, will don the 'chocolate hero' avatar for a new campaign by chocolate brand Mars Inc.

"I believe in partnering with brands that I use and appreciate. Mars Inc. is a reputed international chocolate manufacturer that makes and sells my favourite chocolates. This is the first time that I have shot for a campaign in which I play a character that is 'me' - an actor!" Arjun said in a statement.

The 40-year-old had a busy year with three film releases - "Inkaar", "D-Day" and "Satyagraha". He will next be seen in "Villain" and "Roy".