Emami, the personal and healthcare major, has roped in Telugu superstar Chiranjeevi in its club of brand ambassadors. The company already has among others, the Indian cricket team captain Sourav Ganguly and Bollywood stars Sunny Deol, Govinda, Madhuri Dixit and Amitabh Bachchan as brand ambassadors.

As part of the deal Chiranjeevi will feature in Navartna Oil Commercials, which will hit the media within a month's time.

Speaking about the endorsement deal with Emami, Chiranjeevi said, "As a completely home-grown company, Emami's track record is fantastic. Modern, progressive, technology-driven, in a small span of 30 years, the company already has an array of No. 1 brands in its portfolio. Its products are winning accolades not only here but also internationally as well. Goes to show the trust, confidence and respect the Emami name commands today. So there will be great synergy to this association between Emami and myself, which I am sure will be a long and fruitful one."

Chiranjeevi, who maintained the top slot in the Telugu film industry through the 80s and 90s continue to be the most sought after actor in the region. Today with an impressive tally of 142 films, and one of the last year's biggest success in Shankar Dada MBBS, he unquestionably is an icon of Telugu cinema. The sense of discipline and hard work, which he still embraces, were introduced at a very young age in Chiranjeevi's life, and this has greatly helped him rise in his career spanning more than two decades. The megastar and Badshah of the Telugu film industry, lovingly called "Chiru", with his hard work, dedication towards his profession, made it really big n the field, hitting the limelight with unparallel fan following emulating his every act, word, dress and dance.

Says Mr. Harsha V Agarwal, Director, Emami, "For being successful in life, one needs to be stress free, cool and calm, Chiranjeevi has been extremely successful, and in spite of his action hero image, has always known for his cool and calm personality. This personality and the brand promise of Navratna synchronises well with each other. Navratna is the leader, may it be market share, quality or reliability; and so is Chiranjeevi. There could not have been a better match. It's perfect marriage. It is also very interesting to note that Chiranjeevi has deep knowledge of herbs and their medicinal values. Emami is indeed honored to be associated with this extraordinary, remarkable personality".