He believes the brands stands for "prestige, precision, passion and performance". "I think that is something we all and especially I can identify with; the way I look at my career, my life. I believe these are very important aspects for how one should approach their life, their work and their relationships," added the star of films like "Rockstar", "Barfi!" and "Yeh Jawaani Hai Deewani".
The brand has a renowned roster of international sports stars and celebrities that includes football superstar Cristiano Ronaldo, tennis champion Maria Sharapova, actress Cameron Diaz, Formula One world champion Jenson Button, World Rally Champion Sébastien Ogier and the entire crew of 2013 America's Cup winner Oracle Team USA.