New Delhi, April 24 (IANS): Bollywood actor Ranveer Singh has been signed on to endorse Roadster, an in-house contemporary jeanswear brand by fashion and lifestyle e-commmerce platform Myntra.com. The "Band Baaja Baaraat" actor says he subscribes to the brand's philosophy of not being bound to societal norms.

"I have always been very selective when it comes to brand associations because I believe that who you associate with says a lot about you. Roadster is a brand I took a liking to instantly," Ranveer said in a statement.

Modelled on an outdoor lifestyle with a definite edge, Roadster, launched in December 2012 attempts to symbolise the spirit of freedom and living life to the fullest. Its new tagline is ‘Code for the Road’.

Ranveer said: "I subscribe to its philosophy of not being bound to any societal norms and I'm really looking forward to doing some great work with Roadster as we continue ahead on the journey."

The association marks the company's focus on establishing itself as a fashion brand for young India.

"Signing on Ranveer Singh is a sturdy step towards the evolution of the Roadster brand, which we intend to take to another level. Ranveer’s power-packed and unconventional persona makes him the ideal choice for the brand," said Vikas Ahuja, chief marketing officer, Myntra.