(Image source from: Ranveer Singh is the new face of Myntra's Roadster})

From endorsing safe sex to cool fashion, Ranveer Singh seems to be the hottest dish in the ad world. After losing his brand virginity to Durex Condoms, the actor is now all set to lend his face and name to the fashion and lifestyle e-commerce platform Myntra.com.

Reportedly, the actor has been signed in to endorse Roadster, an in-house contemporary jeans. Defending his pick of ad, the actor revealed that he fell for the deal since he too subscribed to the brand's philosophy of defying the norms.

"I have always been very selective when it comes to brand associations because I believe that who you associate with says a lot about you. Roadster is a brand I took a liking to instantly," Ranveer said in a statement.

Modeled on outdoor lifestyle with a definite edge, Roadster, launched in December 2012 encapsulates the spirit of freedom and living life to the fullest and goes by the tag line is 'Code for the Road'.

Ranveer said: "I subscribe to its philosophy of not being bound to any societal norms and I'm really looking forward to doing some great work with Roadster as we continue ahead on the journey."

With this, Myntra plans to establish itself as a fashion brand for the hep and young India.

"Signing on Ranveer Singh is a sturdy step towards the evolution of the Roadster brand, which we intend to take to another level. Ranveer's power-packed and unconventional persona makes him the ideal choice for the brand," said Vikas Ahuja, chief marketing officer, Myntra.

AW: Suchorita Choudhury