Ace shooter and Olympic gold medallist Abhinav Bindra will be the new face to promote German-made Walther guns, made famous by James Bond movies.

"Abhinav Bindra is the new brand ambassador of Carl Walther Ltd in the country and his company Abhinav Futuristic Ltd will be in-charge of the guns' sales and marketing in India," Bindra's spokesperson Vivek Nigam told PTI here.

As per the agreement, the two firms will also work together to promote air rifle shooting in the country, he said, adding they are planning to launch "an affordable and cheap" air rifle by next year.

"The plan is to christen the rifle 'Go for Gold', which will have Bindra's picture on its butt", the spokesperson said.

Bindra's association with Walther guns goes back to 10-15 years as he has been using them for shooting practice. "Alike James Bond, the gun has been the weapon of choice for Bindra also as he won the gold medal in Beijing Olympics using a Walther .1777 mm calibre air rifle," Nigam said.

At present, Carl Walther is offering .22 mm calibre guns and ammunition to the army, paramilitary and state police forces and is also marketing its famous pistol range including the Walther P99 nine mm automatic pistols.