After endorsing brands like Hyundai Santro, Linc pens, Navratna Oil and Tag Heuer, Bollywood superstar Shah Rukh Khan will now endorse Pepsodent toothpaste.

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In the ad campaign titled "Papa & Pappu (P&P)", Shah Rukh will be seen playing a doting father, while child artist Keval will play his son Pappu.

"Shah Rukh Khan is the best choice for 'Papa' in the campaign as the super successful actor also practices what he preaches. He is the perfect role model of a father who finds ways to spend time with his own children away from his active schedule and stardom," Srinandan Sundaram, Category Head - Oral Care, Hindustan Unilever Limited said in a statement.