With Flipkart, Snapdeal and Amazon leading the way, e-commerce today has become one of the biggest online domains with online shopping in India taking an upward spiral. While most Bollywood personalities have been roped in to endorse brands, the latest to join the bandwagon is none other than Shah Rukh Khan.

In fact, Shah Rukh was recently roped in as Yepme's brand ambassador, but with a twist.

It is learnt that SRK's deal with the Gurgaon-based company is structured in a way that lets the actor pick up a stake in Yepme going forward. Interestingly, SRK will be endorsing Yepme's e-tailer segment that only sells private brands.

Further it is also learnt that the four-year-old company has got on board Prasoon Joshi to work on the new campaign that goes live on November 10. Their plan is to spend Rs 15-20 crore over the next three months on its multi-media advertising campaign featuring SRK in an attempt to fight its bigger rivals.