After 'Meri Pyaari Bindu' flopped, Ayushmann Khurrana has had seven hits in a row and most of them, barring 'Andhadhun', have all centered around social causes, be it in a comic format or on a serious tone.
Ostensibly, the actor's market in the social cause arena is far bigger than the superstars of today. While the actor has been signing up for many brands recently, he has also taken a cut for brands that have a social message. "He is not signing on every brand that is offered to him, though he is an advertiser's delight today.
So, when it comes to brands that carry a strong social message, he even takes a call to take a cut in his fee, which has doubled post him giving his first Rs 100 crore hit with 'Badhaai Ho!'. This year he has two 100 crore films - 'Dream Girl' and 'Bala' - and he wants to extend his image of someone who stands for social reform even on the advertising front," says a source.
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