Basu would be endorsing a new face wash range of BoroPlus which is going to be launched soon, Emami Ltd said in a statement.
"Emami has been associated with Bipasha Basu for its Vasocare brand. Now, it is our privilege to get associated with her for another - the power brand BoroPlus," Emami Ltd Director Priti A Sureka said.
The company's Boroplus portfolio, which is estimated to be around Rs 400 crore brand, comprises BoroPlus Antiseptic Cream, Boroplus Advanced Moisturising Lotion and BoroPlus Prickly Heat Powder.
BoroPlus is the country's leading antiseptic cream with a 74 per cent market share and is also the highest selling antiseptic cream in Ukraine, Russia and Nepal, the Kolkota- based firm said.
Besides Basu, Amitabh Bachchan and Kareena Kapoor Khan also endorse the Boroplus brand.