In a surprise coup, Shahrukh has been signed on by Tag Heur to be their brand ambassador in India. This is a three year endorsement agreement covering development, advertising, public relations and merchandising. Earlier, Shahrukh was endorsing Omega watches. The fate of the earlier arrangement is not known. Omega has not issued any comment on this development. Mr Jean-Christophe Babin, President and CEO, LVMH Watch and Jewelry, said: "India is one of the most important markets for us and this long-term association with Shah Rukh further reinforces our commitment towards India" while commenting on the signing up of Mr Khan as brand ambassador. Mr Khan will be a part of the Tag Heur corporate campaign, "What are you made of?" that will be launched in the Indian market shortly. Shah Rukh Khan joins the league of Tiger Woods by becoming the brand ambassador of Tag Heur. Khan does not take any of his endorsements lightly. Be it Pepsi or Santro, his production company Dreamz Unlimited is involved with the creatives. Whether it's a 30-second ad or a three-hour film, I take equal interest in both. At times, I even work on the story-board for the ad, says the star, who was in the Capital to launch a Tag Heur watch. Tag Heur is reportedly one of the few watches Khan coveted and purchased during his schooldays at St. Columba's. It is a multi-crore company and when they sign me up, it's a huge responsibility for me to take the brand forward. So, I get involved with it from inception to execution said Shahrukh when commenting on the fact that he remains closely involved in all his commercial endorsements. So here is one up to Tag Heur and Shah Rukh!
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