Mumbai, Nov 3 (IANS) Bollywood's very own 'Tiger' Salman Khan has been roped in to endorse Britannia's Tiger biscuits.

The actor, who recently scored a six with "Ek Tha Tiger" at the box office, is happy with his latest tie-up.

"I am very happy to be representing a brand like Britannia Tiger as it reaches out to kids. The very mention of Britannia brings their famous jingle 'ting ting ting ting' to my mind. I really look forward to a happy and successful association," Salman said in a statement.

The 46-year-old is considered to be a "great fit" for the brand, says Anuradha Narasimhan, category director, health and wellness, Britannia Industries Limited.

"We found a great fit for Britannia Tiger with Salman Khan - someone who is extremely passionate about fitness and a healthy lifestyle, and equally passionate about children and their association will take our brand to new heights," said Narasimhan.

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Priyanka to miss Diwali for work

Actress Priyanka Chopra will miss the fun and frolic of the festival of lights as she will be occupied with work in the US.

"Every year we have fixed responsibilities at home for Diwali. My responsibility has always been lighting diyas and making the rangoli, but unfortunately this year I will not be in India," said Priyanka.

The actress had missed celebrating Diwali last year too, as she was busy preparing for her debut international single "In My City".

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Busy Shahid takes day off for brother's birthday

Shahid Kapoor's fondness for his younger brother Ishaan is well known. The actor chose to take a busy day off just to be with him on his birthday.

Ishaan, 17, is Shahid's mother Neelima Azeem's son with husband Rajesh Khattar.

Shahid, who started the shooting of his new film "Phata Poster Nikla Hero" Saturday, had a string of engagements lined up. He had magazine shoots, a script reading session and preparation work for the shoot, but he took a complete day off as he really wanted to be with Ishaan.

Confirming the same, a spokesperson of Shahid said: "Yes, Shahid is extremely close to his younger brother and took a day off."