Agencies 

Renowned liquor company Diageo Radico has roped Bollywood superstar Shah Rukh Khan as their brand ambassador for their newly launched Masterstroke deluxe whisky in Mumbai.

At the launch party, SRK, in his inimitable style began the evening by saying “Kaun kambakht jeene ke liye pita hain… (Who says we drink to live…).” But when SRK launches something he does it in style and with a lot of thought.

“Yes, one does give a thought when it comes to a product in which perhaps, one would not like to over indulge,” SRK said.

Though, the King Khan may be facing some brickbats for endorsing alcohol, he says he is being socially conscious about it.

“Little children should not drink and little children when they grow up should also not drink. I, too, don’t drink,” SRK said.

Without mincing words, SRK explained, “It’s strange when people say you should use the product that you endorse but I have no qualms in saying that I don’t drink.”

"The fact of the matter is that products like this are allowed. And they need to be sold. They should be projected in the market. And they could be brought into the market," SRK said.

SRK, who endorses numerous products ranging from cars to colas, would be promoting a liquor brand for the first time.

According to a company spokesperson, SRK will play a key role in brand and product communication on television, print and outdoor media.

Market sources claim that the company is putting in around rupees 200 million on marketing, including the endorsement fees given to SRK.

SRK is now endorsing a multitude of brands, including Hyundai Santro, Tag Heuer, Videocon and Sunfeast biscuits.

Only time will tell whether SRK will take the brand to dizzying heights or not.