The Rs 250 crore (Rs 2.5 billion) Rasna Private Ltd has signed film actor Hrithik Roshan as its brand ambassador for the current season.
Last year, the company had signed actress Karisma Kapoor to promote its soft drink concentrates.
"Hrithik Roshan is a perfect brand fit as he likes kids and the kids love him. We are committed to providing the best quality healthy soft-drinks for all," Piruz Khambatta, chairman and managing director of Rasna, said in a company release.
Rasna claims 93 per cent market share in the SDC category.
Ad man Prahlad Kakkar will be directing Hrithik in a series of two TV commercials to be on air soon.