 "Emami ropes in Hrithik Roshan for 'Fair and Handsome' brand")
Hrithik has become the second celebrity to join the Fair and Handsome portfolio, eight years after Shah Rukh Khan first started endorsing the brand, the company said in a statement.
Roshan will endorse Fair and Handsome Instant Fairness face wash, which was launched in February 2014, it added.
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"There is a lot of potential in the men's face wash category, which is approximately Rs 250 crore in size, and has been witnessing an exciting 50 per cent plus growth rate year-on-year," Emami Director Mohan Goenka said.
The company said it will soon air a television commercial featuring Hrithik Roshan endorsing the face wash.
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