It seems Shah Rukh Khan is taking the concept of metrosexuality too far. After endorsing everything from hair oil to beauty soap, he is all set to endorse Emamis Fairness Cream- Fair and Handsome. Director, Mohan Goenka, Emami Ltd. claimed that it was not easy to convince Shah Rukh as they had to meet him seven to eight times to make him finally agree as he was apprehensive initially that the decision might hurt some of his fans. This is the first time a male celebrity is going to endorse a fairness cream. On why the superstar has been chosen, Goenka is of the view that Shah Rukh reaches everybody and loved by all in the audience and has a fair personality. The contract is slated to be there for 24 months and the first commercial will be aired within the next 15 days. Recall that Shah Rukh was the first Indian male celebrity to endorse Lux.
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