Amitabh Bachchan has made millions and millions of rupees, endorsing products, and in the advertising market, he is certainly one of the hottest brands. Obviously, he doesn't come cheap... after all he pays income-tax that runs into crores.
However, one company, Zydus Cadilla, got brand Bachchan pretty cheap. By associating its sugar substitute brand, 'Sugar Free' with the film, CHEENI KUM, the company not only got a mention in the tag line of the film - A Sugar Free Romance - but also got the opportunity to use Bachchan in its publicity.
While others pay millions to get Bachchan on board, Zydus had to reportedly pay only Rs. 75 lakhs!