A few weeks before Ghajini was to release, I found Aamir Khan's handwritten note resting at my desk. Although it is now old news that he had written personally to a select few journalists -- a marketing gimmick of sorts -- it was also a glimpse into the actor's marketing skills.

While Ghajini broke box-office records and emerged as one of biggest hits of 2008, Jaane Tu Ya Jaane Na, another film marketed by Khan, emerged as one of the more successful movies of 2008.

Clearly a one-man army, whose endorsements aren't managed by any celebrity management company ["he's his own manager," confirms a spokesperson at Spice PR, a company that does marketing for most of his films], Khan may not have beaten Shah Rukh Khan's number one position in the endorsement market, but still commands the highest fee, as an insider explains.

"While others charge Rs 10-12 crore for a period of three-five years, Aamir Khan charges Rs 12 crore per endorsement for one year," reveals this source.

Text: Abhilasha Ojha | Powered by