New Delhi, May 19 : After endorsing brands like Hyundai Santro, Linc pens, Navratna Oil and Tag Heuer, Bollywood superstar Shah Rukh Khan will now endorse Pepsodent toothpaste.

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.

Shah Rukh and his wife Gauri have two children - son Aryan and daughter Suhana.(IANS)