Little wonder then that people who've worked with him closely insist that Khan is so serious about his brand that if one meets him, he'll be found drinking Diet Coke [for which he had, reportedly, charged Rs 6 crore in 2003 and renewed it recently for Rs 10 crore], eating Parle G between shots, wearing only Titan, driving an Innova, watching TV on Tata Sky at his residence and talking only, and only, on Samsung.

What's more, he also has two honorary endorsements including "Incredible India" -- the commercials of which were on air recently -- and the Lead India campaign.

And though he doesn't like delving into details, some of his friends say that Khan does make time to reach even far-flung destinations to teach children in the interiors of the country.

"He adds a very sharp sense of credibility in all his endorsements," says Harish Bijoor, brand specialist and CEO, Harish Bijoor Consults, who has also met the actor personally.

"He may not be the most down-to-earth person but that's not what you see on screen," he says, adding that Khan's biggest asset in terms of endorsements is that he still remains one of the "freshest faces in the industry with immense experience and talent on his side."

What's more, says Bijoor, "while in most endorsement deals you don't find an immediate connect, all of Aamir's brands are immensely personal. You can feel his involvement in promoting the brands that he endorses."

In the picture: Aamir Khan in a series of ads for Coke