Khan who also endorses Levi's Denizen and Coca Cola, will be the face of MTS's 'Red Energy', a youth outreach program.
He joins a list of young celebrities like upcoming actor Anushka Sharma and Rannvijay, who recently became Reliance Communications' brand ambassadors.
'At a time when there are so many telecom players in the market and every service provider is offering similar products and pricing, celebrities help brands in connecting better with consumers by adding a familiarity factor,' KWAN Entertainment managing director Anirban Das Blah said.
While new firms rope in celebrities to make themselves familiar to their target group, old players sign up with new brand ambassadors with whom people can relate better, he said.
Even Vodafone has launched a new advertising campaign featuring its existing endorser Irfan Khan. Popular names of Bollywood, including Shahrukh Khan, Abhishek Bachchan and Ranbir Kapoor, have been associated with Airtel, Idea Cellular and Tata Docomo respectively.
Apart from the telecom companies, Bollywood stars, including Amitabh Bachchan, Shahrukh Khan, Priyanka Chopra, Aamir Khan and Akshay Kumar, have been associated with handset makers such as Zen, Nokia, Samsung and Micromax.