Endorsements hot in Bollywood

The badshah of Bollywood, Shah Rukh Khan, who was criticised for promoting a skin-lightening cream, is an even bigger king of the advertising world, according to his tax figures.

And even though Amitabh Bachchan endorses more products than Shah Rukh Khan, in comparison, earnings from his annual endorsements do not cross Dh102 million.

Reportedly, SRK, whose income from endorsements fetches him Dh128 million a year - the highest for any Indian advertising model - has paid an advance tax of Dh23 million on his estimated income during the current financial year of 2007-08. A major share of it has gone into paying for his income from endorsing a slew of products.

Hrithik Roshan and Aishwarya Rai Bachchan are two other Bollywood stars who source a good part of their incomes from endorsements.

Khan is going to maintain his prominent position in the advertising world for some time as there is no one yet who can rival his charisma. Among the brands he endorses are Pepsi, Hyundai Santro, Airtel, Lux, Compaq Presario and Nokia.

But the star believes that endorsement by celebrities does not necessarily result in increase in sales of the product. "I cannot take a brand forward. Just because my face is there, people are not going to use it," he says.

Apparently Khan behaves like a "star" when he shoots for TV commercials and refuses to compromise on anything, particularly on his price.

"TV commercials are what they are - commercials. The companies that manufacture the brands pay the advertising agencies to make the commercials and the companies do so in order to boost their sales. The agencies, on their part, use me as a prop to meet the demands of the companies. So there! If you use me as a prop to climb up, pay me."

King Khan's earnings are far more than his earnings from acting. The reason? "Had the industry not put me in a position where I am today, would the companies have chosen me to be their brand ambassadors?" he asks.

In the meantime the picture perfect, real-life Bollywood couples are emerging as the most coveted brand ambassadors. Among star couples, Ajay Devgan-Kajol is undoubtedly the most visible.

They make a neat Dh6.8 million per ad. And advertisers are hoping that the other famous couple, Abhishek Bachchan and Aishwarya Rai - along with his father Amitabh - would relent and be next. It is estimated that the trio together could be worth around Dh59.8 million.

While Aishwarya is internationally known and one of the global faces of L'Oreal Paris, Longines, Lux and Coke as well as jewellery products in India, Abhishek endorses 11 products from motorcycles to radio stations. But the duo is yet to be seen endorsing a brand together.

The hottest couple on the endorsement circuit is Saif Ali Khan and Kareena Kapoor. According to a media report, companies are willing to offer over Dh8.54 million per ad for the duo to make a joint endorsement.