News|February 24, 2012 12:17 pm

Salman Khan overtakes Shahrukh Khan in endorsement deals

Salman Khan’s meteoric rise to an almost cult-like figure like Rajinikanth has put him in high demand among the companies wooing the Bollywood stars for their product endorsements. And the economics of high demand has played out with the super-duper star now charging a bomb for the endorsement deals he signs.

Salman Khan, now has clinched a plum endorsement deal with a food supplement brand for Rs. 7 crore, thereby overtaking his rival — and bête noire? — Shahrukh Khan who is presently believed to be charging Rs. 5 to 6 crore for the products he endorses.

However, when it comes to the number of brands endorsed, Shahrukh Khan wins the race hands down. He’s the face of brands like Tag Heuer, Dish TV, Nerolac Paints, Videocon, Hyundai Santro, Tata Tea and Belmonte, among others. Salman Khan, on the other hand, endorses a soft drink brand, an undergarments label and, now, a food supplement brand which goes along well with his brawny image.

Yet, drawing comparisons, it’s Aamir Khan who rules the roost in the endorsement world, particularly because of his image of a socially conscious star. Aamir Khan reportedly charges Rs. 8 to 10 crore per endorsement but is very choosy about the brands he associates himself with.

Among the actresses it’s Katrina Kaif who pockets most money out of endorsement deals.