Popular actor Boman Irani has been signed as the brand ambassador for Goa Nicofix, an anti-Tobacco Chewing Gum which helps stop smoking. The chewing gum is manufactured by Sachiin Joshi’s Viiking Ventures. To popularize the product, an advertisement has also been shot where Boman will be seen playing Yamraj who always cribs about not being able to go on a holiday since he has a lot of death pickups to take care of, owing to smoking and its ill-effects. Boman therefore requests people to use Goa Nico-fix which will help them give up smoking, so Yamraj (Boman) can lead an easier and carefree life! Boman himself sounded upbeat when asked about playing Yamraj. “I like the idea of playing a Yamraj in the ad. This is the first attempt of a different take on the issue of smoking. It’s different, quirky and at the same time leaves an impact on people’s mind to stop smoking by using Goa Nicofix. It’s fun yet a highly effective concept,” said Boman. Talking about the initiative of signing Boman endorse their product, Sachiin shared, “Boman is a versatile actor who connects easily with people of all age group. Thanks to his remarkable performances in films like 3 idiots and Munna Bhai M.B.B.S., he has proved to be extremely popular amongst the youth of our country. To make the masses aware of the harmful effects of smoking, I couldn't think of anyone else but Boman. He completely fit the bill when I thought of Goa Nicofix,” We are sure Boman makes for the most genial Yamraj ever!!!