Sharman Joshi replaces `Fido Dido`

Updated: Mar 21, 2011, 17:49 PM IST

New Delhi: Bollywood actor Sharman Joshi has replaced the cartoon character of Fido Dido as the face of a soft drink brand.

Sharman has been signed up for two years, and sources said he has been paid Rs.5 crore for the endorsement deal.

The campaign for the drink, `Gussa Hatao, Chill Machao`, involves two television commercials and will focus on simple issues of anger management.

Sharman said he was excited about the commercials, which will be aired by the end of March.

“I believe this endorsement was meant to be. I am glad to be a part of this interesting and exciting campaign, which delivers a message I personally believe in, as anger leads to nothing but regret," Sharman said in a press statement.

The actor, who has featured in films like ‘Rang De Basanti’, ‘Golmaal’, ‘Life...In A Metro’, ‘Sorry Bhai’, ‘3 Idiots’ and ‘Toh Baat Pakki’, also admits he was quite upbeat about the campaign as he was getting to shoot with his ‘3 Idiots’ director Rajkumar Hirani.

A spokesperson of the brand says Sharman has been roped in for his calm attitude.

"Sharman, with his calm, unruffled and extremely affable personality, is a perfect match to highlight the brand`s positioning of a cool, refreshing drink," said Alpana Titus, category marketing director (flavoured carbonated drinks).

Sharman`s forthcoming projects include ‘Ferrari Ki Sawaari’ with Deepika Padukone, produced by Vidhu Vinod Chopra.