Bollywood's 'Munni' Malaika Arora Khan has been signed on to endorse a new vodka brand.
The brand, launched by Jagatjit Industries Limited, is called IICE. The philosophy of the brand, available in two flavours - Green Apple and Orange, is 'As hot as ice!'.
"We look forward to growing our sales and market share quickly. We truly believe that a quality product never goes unappreciated in the market and are confident that IICE will be a brand to reckon with in the coming years," said Vinod Kumar Banga, COO, Jagatjit Industries Limited, said in a statement.
The initial reception to IICE has been encouraging, according to the company spokesperson.
Its pan-India launch is expected to be completed by February.
IICE is available in Delhi, Punjab, Rajasthan, Chandigarh, Chhattisgarh, Jammu and Kashmir, Haryana, Maharashtra, Odisha, Jharkhand, Assam, Meghalaya and Andhra Pradesh.