New Delhi, Jan 28 (IANS): Mustard oil manufacturer Puri Oil Mills Tuesday said it has roped in popular Bollywood actor Boman Irani as brand ambassador for its popular ‘P' mark oil.

The association will enable the 80-year-old brand to connect with its traditional audience in the hinterland as well as with younger, lifestyle oriented and health conscious urban consumers, the company said in a statement.

The campaign featuring Boman Irani is expected to start in a new months. The company did not disclose the money it will pay to the actor for endorsements.

"I am excited by the prospect of being a brand ambassador for mustard oil. I am a foodie and I also believe in the connection between fitness and healthy eating," Boman Irani said.

"The recognition of the health benefits delivered by mustard oil goes back thousands of years, and Puri Oil Mills Limited has taken this ancient heritage to new heights for the past eighty years," the company statement quoted the actor as saying.

Puri Oil Mills managing director Vivek Puri said: "Boman Irani is an exceptional actor. He combines top performance in his movies with sincerity, elegance and maturity. These are precisely the qualities that are embroiled in our brands."