Bollywood megastar Aamir Khan, fresh from the success of 3 Idiots, has signed the biggest advertising deal in Indian film history.
Khan has reportedly signed up a three-year deal with UAE-based telecommunications service provider Etisalat for a staggering Rs 35 crore ($12 million) - the highest a Bollywood celebrity has ever received for endorsement, leaving far behind the previous highs of Rs 12 crore to Rs 15 crore.
Reports say it is a two-year contract during which period Khan will make himself available for an allotted number of media shoots, press advertisements and personal appearances.
Advertisement guru Prahlad Kakkar, who directed Aamir for his first cola commercial in 1993 (for which the Khan was paid a “meager” Rs 17 lakh), said "That is a hell of a lot of money to pay. He has indeed come a long way. But it isn't surprising; he brings a great degree of single-minded exclusivity to a brand.
The last highest amount reportedly paid to four Bollywood names - Shah Rukh Khan, Salman Khan, Akshay Kumar and Hrithik Roshan - for their hosiery endorsements is said to be in the range of Rs 12 crore to Rs 15 crore.
A leading ad producer, however, said there could be an explanation: the general spurt in endorsement fees in the last year. "Even someone as young as Ranbir Kapoor, the latest kid on the block, is said to have been lapped up for Rs 7 crore for a two-year-deal by another advertiser," he said.
Khan’s own earlier contracts for a biscuit, a cola, a car, an FMCG, a watch maker and a satellite TV service provider are all reportedly in the range of Rs 12 crore; so, by even his own standards, his fees have almost tripled. Trade insiders attributed Khan’s rising stock in ad circles to his recent box-office successes.
Bollywood heroine Priyanka Chopra is said to be in the lead among female stars; reports suggest that she gets paid anything between Rs 3.5 crore and Rs 4 crore for a deal. Following closely are the two other current favourites - Kareena Kapoor and Katrina Kaif - who command an annual fee of Rs 2.5 crore.
Aishwarya Rai continues to be a global icon, commanding an enviable fee for her watch and cosmetic deals on the international circuit.
Here are the brand leaders: Aamir Khan Rs 35 crore; Shah Rukh Khan Rs 15 crore; Akshay Kumar Rs 15 crore; Hrithik Roshan Rs 15 crore; Salman Khan Rs 12 crore.