In the latest, the star has agreed to be the brand ambassador of the IIFA Charity Initiative, that aims to positively impact those afflicted in the worn-torn island nation of Sri Lanka. Incidentally, the IIFA 2010 (Nominations) is being held in Colombo.
The actor, who also runs the Being Human charity, was accompanied by actors Lara Dutta and Ritesh Deshmukh at an event (Pics) announcing the initiative in Bombay on May 12.
Speaking to the media at the event, Salman Khan said, “I support IIFA’s initiative that aims to give back to the Sri Lankan people, due to the recent hardships they have faced. I am happy to be an ‘Ambassador of Change’ and believe that it is crucial to make a difference and contribute to this worthy cause.”