Hindi movie star Salman Khan has been announced as the face of UAE based high-street retailer Splash.
The AW'13 campaign featuring Salman will be shot in London and will be launched later this month.
"Splash is an amazing high street retailer with a very vast reach in the region," the "Ek Tha Tiger" star said in a statement.
In the past, Splash helped Salman launch the fashion brand of Salman's Being Human NGO.
"Our relationship with Salman dates to when we launched Being Human as part of our brand portfolio, which now gets stronger. Salman is a brand and his appeal spans through generations, classes and nationalities, particularly with the Arabs in the region, where every personality of his is loved and revered by his fans," Splash CEO Raza Beig said.