‘Flying Machine is a special challenge because here I’m going to be instrumental in taking the product ahead of where it is. Hopefully, far ahead,’ Abhishek told IANS.

Abhishek, who unveiled a new collection of the brand, said that the brainstorming was now on for the first Flying Machine ad.

‘I’m, of course, in the loop. I’m taken into confidence as to who would shoot the ad and other details. It’s so gratifying to work with these young ad makers, many of whom finally come into making movies… Pradeep Sarkar, with whom I’ve done ads and now a film called Laaga Chunari Mein Daag, and Balkrishnan being the latest examples of ad makers-turned-feature film makers. These guys are really talented.’

So does the brand intend to make Abhishek the global face of Flying Machine?

‘They do. And I feel good about it. Because I’m furthering the cause of a product I truly believe in,’ he said, adding that he won’t endorse products he doesn’t believe in.