Wednesday announced the appointment of Bollywood star Aamir Khan as the brand ambassador for its new range of mobile phones.

The announcement was made at the launch of Samsung's five new sleek and stylish phones that exemplify cutting-edge technology and design innovation in Mumbai. The actor, lauded by all and sundry for making 'Taare Zameen Par', was present at the function here.

'With Aamir Khan as our brand ambassador, our strong, differentiated product line-up and our enhanced distribution reach, I am confident that we should be in a position to double our market share in India this year,' said H.B. Lee, president and chief executive officer, Samsung's South West Asian headquarters.

So when Aamir was approached by the mobile company, Samsung, to promote their brand, it seemed to be a direct challenge to SRK, who endorses Nokia.

Samsung is aiming to double its market share in India and they have now Aamir endorsing their products.

At the press meet, when a journalist asked Aamir how he perceives competition from SRK, Aamir grinned, "As always, Shah Rukh Khan prefers being number two."

The Taare Zameen Par actor-director denied that he was joining Indian Cricket League or will own any cricket team in the future like SRK, who owns the Kolkata team for Indian Premier League.

"I am not purchasing any team but as a fan, I love to watch cricket," Aamir said.