Aamir Khan made waves with his Rs 6 crore [approximately US $1.31 million] deal with Coke.

But with the Rs 8 crore [$ 1.75 million] deal that Amitabh Bachchan has just struck with Dabur, the healthcare major, he now seems to be India's new mega-endorser.

But this is not the highest sum paid to an Indian celebrity for product endorsement. Earlier, the Big B set a new record in endorsement fees when he was paid Rs 10 crore [$2.18 million] to endorse ICICI products.

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Says the Big B, "These endorsements are a necessary part of my plan to pay off the debts accummulated by [his firm] AB Corp Ltd. You must understand that none of the money I earn through endorsements goes into my pocket. Every penny goes into the company. Till debt do I part."

The first Dabur ad featuring the Big B was directed recently by Arjun Sablok (Na Tum Jaano Na Hum) for Yash Chopra's production house on a set erected by art director Sharmishta Roy. Kiran Deohans of Aks and K3G was the cinematographer.

Adman Prasun Joshi (the man who wrote Aamir's 'Thanda matlab Coca Cola' catchline) wrote the script and supervised the ad.

What does the Dabur deal entail? Sunil Doshi, who looks after the Big B's endorsements, explains: "It is a two-year deal for a multimedia campaign. Mr Bachchan will be the brand ambassador for Dabur's healthcare products. This includes products like Chyawanprash. He is under contract to shoot for Dabur for seven days a year, eight hours a day."

Bachchan now endorses Pepsi, ICICI, Parker pens, Nerolac paints, Reid & Taylor suits, Maruti's Versa van, the Amitabh perfume. And Dabur.

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