Mumbai, Apr 2 (IANS): Actor Hrithik Roshan has been roped in as the face of luggage brand VIP and will endorse its new campaign "When you are very important".

Filmed in Prague, the campaign features Hrithik trying to escape a gang of thugs who want to steal a precious jewel which he carries in a VIP strolley.

The scene is shot on the streets where the "Bang Bang!" star is seen fighting the gang in a fight sequence at the same time demonstrating the durability and toughness of the bag.

"I am privileged to associate with a brand like VIP, as they have always focussed on putting forth a product which exceeds in quality and performance; which is what I strive to do as an actor as well. It was a great experience shooting the TVC which involves a beautifully choreographed action sequence on the streets of Prague," Hrithik said in a statement.

The campaign is created by Thomas Krygier, director of Oscar-winning commercials, Olivier Schneider, stunt director for films like "Spectre", "Fast & Furious 6", and conceptualised by the team of Whyness Worldwide.

Commenting on Hrithik's association with the brand, Radhika Piramal, managing director, V.I.P Industries, said: "Through this campaign we offer our consumers another reason to continue to associate with brand VIP, as the campaign tag line says, 'When you are very important'. We are extremely delighted to associate with Hrithik Roshan. There couldn’t have been anyone else who could match the classic legacy of our brand.”

The campaign will go live on Saturday.