Seems Hrithik Roshan's rising star is rising higher and higher all the time and of course this means many new endorsements are coming his way.

Hrithik has now become a brand ambassador of Sony Ericsson for India and the SAARC countries.

Hrithik will be endorsing all the Sony Ericsson products and will be part of the company's marketing initiatives.

According the General Manager for Sony Ericsson India, Sudhin Mathur, Hrithik will contribute in creating a brand connect and enhancing brand recall with the audiences in India. Association with Hrtihik offers instant entertainment, instant identification, star power and it strongly influences popular culture. Mathur adds that Hrithik was the ideal choice for Sony Ericsson as it connects with audiences at an individual and collective level.

Also, Hrithik was recently signed to endorse the computer brand Acer.