Actor Sushant Singh Rajput, who shot to fame with `Kai Po Che`, has been chosen to endorse an "innovative" cosmetic product for men.

An official announcement of his association will be made in Mumbai Wednesday.

He will launch a `first-of-its kind skincare regime for men` at the event.

The `Shuddh Desi Romance` actor earlier featured in a soap advertisement with his actress-girlfriend Ankita Lokhande.