New Delhi: King Khan is in news yet again. This time around, it’s for his association with Nokia India for a new brand campaign.

Sharing the rationale for choosing SRK for this the association, Devinder Kishore, Director Marketing, Nokia India said, "We are extremely pleased to have Shah Rukh Khan on board for our new brand campaign. There is a complete synergy between the Nokia brand and personification of the Shah Rukh brand - both have a youth connect, are trendy, technology savvy and most importantly symbolize trust. We believe this is the perfect coming together of the two leading brands in entertainment and mobility."

Speaking on the occasion, Shah Rukh Khan said, "Nokia's very human technology has made it simpler for people to stay connected - with each other and to their passions. I have been a Nokia user for more than a decade and have used various handsets over the years. I am absolutely delighted to work with a brand that I admire."

Filmmaker Pradeep Sarkar, meanwhile, has made a TVC for the campaign said, "The brief to me was to showcase Nokia as a friend and a soulmate. I have woven in elements of warmth, endurance and genuineness in the TVC that best describe the personalities of both Nokia and Shah Rukh,” said Sarkar.