MUMBAI: Russia’s Trust bank has roped in Bruce Willis to campaign for it in the country. This was evident when Moscow streets were flooded with pictures of the Die Hard with the phrase "Trust is just like me, but a bank."

Trust said Willis‘s character reflects the bank‘s values in terms of "trust and dignity." Willis replaces the bank‘s previous frontman, Russian weightlifter Vladimir Turchinsky who expired last year. 

Willis, 55 will front the campaign for at least a year, the bank said in a statement.

"The Moscow call immediately raised their (Willis‘s agents) interest," Dmitry Chukseyev, who was involved in negotiations with the star‘s agents and serves as Trust‘s vice-president for communications.

However, details on the cost of the deal with Willis has not been disclosed.