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Hrithik Roshan's popularity is growing by the day and of course many new endorsements are coming his way. Hrithik has now become a brand ambassador of Sony Ericsson for India and the SAARC countries.

Hrithik will be endorsing all the Sony Ericsson products and will be part of the company's marketing initiatives.

According Sudhin Mathur, General Manager, Sony Ericsson India, Hrithik will contribute in creating a brand connect and enhancing its brand recall with the local audiences in India. Association with Hrtihik offers instant entertainment, instant identification, star power and it strongly influences popular culture. Mathur adds that Hrithik was the ideal choice for Sony Ericsson as it connects with audiences at an individual and collective level.

Hrithik was also recently signed for endorsing computer brand Acer. He is currently shooting for Ashutosh Gowarikar's Jodha Akbar.