Emami renews endorsement contract with SRK

Bollywood's Shahenshah Amitabh Bachchan and Badshah Shah Rukh Khan may not see eye to eye but Kolkata-based FMCG major Emami has successfully kept the two superstars together as its brand ambassadors.

Emami has renewed contracts of Amitabh Bachchan and Shah Rukh Khan to endorse its products for another two-and-a-half years. Big B and SRK have been endorsing Emami's Navratna oil together.

While Bachchan endorses Boroplus antiseptic cream together with Bollywood actor Kareena Kapoor, SRK promotes fairness cream and other healthcare products of the group. Bachchan also endorses Emami's fast relief balm.

Commenting on the renewal of contracts with the two superstars, a company official told PTI that it was about continuing loyalty.

“At a time when 'old is not gold' Emami is continuing loyalty with the superstars of Bollywood. SRK enhances brand value. He is still an icon in India,'' the official said.

While SRK will continue to feature in their fairness cream and other healthcare products' ads, Amitabh Bachchan will endorse Boro Plus anti septic cream and fast relief balm. Both the stars will endorse Emami's Navratna brand together as before, the offi cial said.

The two bollywood stars were roped in by the company in 2005 with an estimated fee of around Rs 5-10 crore. Company officials declined to comment on the amount for the renewal of contracts but industry insiders said it could be almost in the same range as before.

The Hindu - Business Line

It's no pain, no gain for Shah Rukh Khan

No pain, no gain seems to be SRK'S newest mantra. The King Khan, the thorough professional, is making sure that none of his ailments come in way of his commitments and his desire to continue ruling the Box Office.

That was evident recently when the ace actor completed an action sequence for 'Billoo Barber' despite being in sheer pain. According to reports, SRK had hurt his knee playing football in London during a holiday and since hasn't had the time to recover completely. And to add to the woes he has been shooting continuously since he came back from UK.

Apparently, SRK suffered from a water retention problem and was terribly uncomfortable but being the workaholic that he is, he finished a schedule of Yash Raj's Rab Ne Bana Di Jodi on time and didn't inform anyone of his injury except for good friend -Aditya Chpra.

If this wasn't all for the poor soul, he went on to complete an action sequence for his home production 'Billoo Barber' which is being directed by Priyadarshan. His efforts have undoubtedly left Priyadarshan deeply as he was quoted saying, "He had hurt himself prior to the shoot but you would never realise it when you consider the way he has performed the action scenes."

The whole effort gets more kudos as Shah Rukh, it is learnt had to learn 'Alayi Hejje'; a very difficult dance art form for the same. Insider reports suggest that SRK's knee is perpetually under stress as it hasn't recovered fully even after two surgeries he had gone through some years ago and hence, it pains every now and then. Perhaps, this level of professionalism is what sets SRK apart, making him the baadshah of Bollywood.

Zee News