Courtesy:
IndiaFM
Thursday,
June
21,
2007
It
seems
Shah
Rukh
Khan
is
taking
the
concept
of
metrosexuality
too
far.
After
endorsing
everything
from
hair
oil
to
beauty
soap,
he
is
all
set
to
endorse
Emami's
Fairness
Cream-
Fair
and
Handsome.
Director,
Mohan
Goenka,
Emami
Ltd.
claimed
that
it
was
not
easy
to
convince
Shah
Rukh
as
they
had
to
meet
him
seven
to
eight
times
to
make
him
finally
agree
as
he
was
apprehensive
initially
that
the
decision
might
hurt
some
of
his
fans.
This
is
the
first
time
a
male
celebrity
is
going
to
endorse
a
fairness
cream.
On
why
the
superstar
has
been
chosen,
Goenka
is
of
the
view
that
Shah
Rukh
reaches
everybody
and
loved
by
all
in
the
audience
and
has
a
"fair" personality.
The
contract
is
slated
to
be
there
for
24
months
and
the
first
commercial
will
be
aired
within
the
next
15
days.
Recall
that
Shah
Rukh
was
the
first
Indian
male
celebrity
to
endorse
Lux.
Recent
Stories
Bhatts'
team
Emraan,
Esha
for
new
film
Deepika
in
Nikhil
Advani's
next