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No one-time endorsement fee, stars have more at stake now

Salman?s deal with is part of a growing trend

Varada Bhat & Ruchika Chitravanshi  |  Mumbai/ New Delhi 

In his new avatar as Mr Yatra in a new commercial, superstar says, “J3o bhi deal chahiye mein dilaunga. Yeh meri commitment hai” (which ever deal you want, I will get it for you. That is my commitment).

The latest one-liner is part of a deal with under which the online travel portal gave Khan a stake in the company for not just endorsing the product, but also give a real sense of ownership of the brand by proving his commitment.

Yatra says, it doesn’t want to enter into a one-time association. “ It is not like an actor comes, shoots the ad and goes away. This is a continuous relationship,” says Dhruv Shringi, CEO and co-founder,

The company has got Khan on board in order to expand into smaller markets and reach out to travellers looking for the cheapest holiday option. “can straddle across the entire social strata. Indians are travelling more often now.

Leisure travel has grown dramatically over the last few years and we want to tap this growing market,” says Sharat Dhall, President,

This is not the first time are looking at an alternate and more innovative way of earnings. had picked up a majority stake in, an online babycare products store, for an undisclosed amount. The highly enterprising has launched real estate buying site — a 50:50 joint venture with Mumbai-based first-generation entrepreneur Hem Tejuja. and invested in ticketing service

Anirban Das Blah, managing director, Kwan Entertainment and Solutions, a celebrity firm, says, “The upside is massive, they have nothing to lose. The overall equity participation will be the single biggest strength in celebrity endorsement,” he adds.

Celebrity executives say the recent deals in this space are mainly sweat equity deals.

“It’s a win-win venture for both parties. As companies get a brand push, stars use it as a medium to be in the news and in the public eye in between their movie releases and dry spells,” explains a brand expert.

are now being guided by wealth managers and their own business instincts to multiply their fortunes.

Even in mainstream cinema, it’s not just Aamir Khan and Shahrukh Khan, even Akshay Kumar, Ajay Devgn, Arjun Rampal, Imran Khan and Kareena Kapoor have entered into profit sharing agreement with producers.

For instance, Aamir Khan gets 30-50 per cent of earnings from profits. According to industry sources, Aamir has asked for 45 per cent profit share with Yash Raj Films for his role in Dhoom 3.

First Published: Fri, April 13 2012. 00:00 IST