People just don't seem to get enough of Upen Patel. He won accolades for his performance in 36 CHINA TOWN and has a host of films lined up. According to reports in a tabloid, he is all set to endorse Desire Lifestyle- a high-end jewellery brand owned by the Gitanjali group. The model-turned-actor is crazy about ear studs, bracelets and lockets. This is his first endorsement after he quit modeling sometime back. Seems like he just wants to focus on his filmi career right now. The ad will be shot in Italy and if all goes well, Italian photographer Minoo will be been roped in.Meanwhile he is busy shooting for Suneel Darshan's SHAKALAKA BOOM BOOM in Johannesburg, South Africa. It also stars Bobby Deol, Celina Jaitley and Kangana Ranaut.