Itel, a mobile phone brand, has appointed actor Hrithik Roshan as its brand ambassador.

Roshan’s popularity across all consumer segments, combined with his fan appeal, aims to launch a new consumer story for itel Mobile India, the company said in a media statement.

“I admire itel Mobile’s mission of fuelling the aspirations and needs of Indian customers,” Roshan said in a statement, adding, “With its trendy, cutting-edge, yet affordable smartphones, itel Mobile is enabling and empowering consumers to live a better life. I am excited to be a part of itel’s magical journey toward a digitally progressive future.”

Arijeet Talapatra, CEO of Transsion (itel) India, said, “We are extremely excited to have Hrithik Roshan on board as the brand ambassador for itel. With his charisma and mass appeal, itel is poised to reach newer heights fuelling aspirations of Bharat and further cement our position as a leader in the sub-8k smartphone market. He embodies the spirit of hard work, determination and by far being the most versatile star, which aligns perfectly with our brand ethos.”