Salman Khan Invests in Yatra.com

Bollywood star Salman Khan has invested in the online travel portal Yatra.com and will also be the face of its new marketing campaign in India and the US.

The association will strengthen the company's connect with the masses and increase the brand's recall value in tier-II and III towns.

Salman is looking forward to the venture.

"I am really excited about my association with Yatra.com. This is not a normal brand association, where I am there just for face value. With Yatra, I am also now a shareholder," said Salman in a statement.

"I have immense confidence on the brand and am hopeful that the association will be beneficial for the both of us," he added.

The "Dabangg" star's NGO, Being Human, too will benefit from this association.

As part of the endeavor, Yatra.com will contribute a token amount to Being Human every time a transaction takes place on their website. The company will also sell Being Human merchandise on its website, the sale of which, again, will be contributed to the NGO.

The new marketing campaign of the brand will be launched in April.