New Delhi, April 22 (IANS): King of Bollywood Shah Rukh Khan was on Wednesday announced as the ambassador of "hindware", a brand from bathroom products company HSIL Limited. The actor is impressed by the brand's "steadfast approach and revolutionary intent".

Talking of his latest association, Shah Rukh said in a statement: "Brand 'hindware' has been synonymous with bathroom products for many years and has truly captured the shift in perception in this space.

"The awareness that they have is visible in their products, offering contemporary design solutions for bathrooms. It is the brand's steadfast approach and revolutionary intent, makes hindware an exciting brand and I am looking forward to our association."

The Bollywood heartthrob will feature in hindware’s new 360 degree integrated campaign, rolling out shortly.

SRK was roped in for the qualities that he stands for, says Sandip Somany, joint managing director, HSIL Limited.

"Admired by people of all age group; cutting across territorial borders and communities, Shah Rukh Khan exudes sophistication and flair," he said.

"He embodies the spirit of a hardworking individual who rose to prominence by his consistent performances innovating himself along the way, a trait which resonates well with brand hindware and its unfailing desire for success," Somany said.

Since the bathroom products category, as it stands today, is neither male nor female driven, and is influenced by both, Somany added: "The modern consumer views bathrooms as a space which reflects the lifestyle choice of its owner. And, there could not have been a better fit and influencer than Shah Rukh to connect with them."