For the first time in his 50 years of illustrious career, veteran actor-filmmaker Kamal Hassan will take up brand endorsements. He has signed up with celebrity and talent sourcing and management firm Alliance Media and Entertainment Private Ltd for the purpose.

"Kamal Hassan is a truly global Indian icon -- a great actor, writer and film maker, who is immensely respected not only for his strong contribution to cinema, but also for his significant initiatives to help the underprivileged," Sunil Doshi, Founder and MD, Alliance Media & Entertainment Pvt Ltd said in a statement.

Doshi said the actor has certain plans for his work in social service, but is also unwilling to rely on external sources of funding those plans. "Therefore, he feels that endorsements with leading companies and brands that have a strong commitment to society and causes would be an appropriate and independent means of fulfilling his vision," Doshi said.

The actor-filmmaker said he had signed with Alliance Media, because he believes it provides strategic counsel to several top celebrities and personalities. "I look forward to yet another first—that of brand endorsement -- in my creative life, and to keep being able to do my bit for society," he said.

"We shall soon announce which brandKamal Haasan will be endorsing. He is known forhis ideals and principles, and needless to say, we shall advise him to pick a brand that fits with his values and stature, and will have a campaign to match," Doshi said. Alliance Media & Entertainment Pvt Ltd has managed and been associated with some of the biggest celebrities and personalities of India, including Amitabh Bachchan, Abhishek Bachchan, Aishwarya Rai Bachchan and Jaya Bachchan.

Sunil Doshi, who has been advising superstar Amitabh Bachchan for close to two decades now, including the 'Kaun Banega Crorepati' (KBC) deal, has also been associated with Shahrukh Khan, Saif Ali Khan, Kareena Kapoor, Priyanka Chopra, Preity Zinta, Rani Mukherji, Govinda, Fardeen Khan and Sonali Bendre, among others.