Shah Rukh Khan will be the new face of Fair and Handsome, the fairness cream for men. It is a part of his already existing 5-crore deal with Emami. The star endorses the company’s other products, Navratana oil-talc and Sona Chandi Chyawanprash. Emami will launch a new promotional campaign soon. Meanwhile, SRK has also shot for a TV commercial with Dia Mirza for a biscuit brand.