By Shilpa Jamkhandikar 
 
The endorsements bandwagon in the country has gotten bigger and better, and a lot of stars are jumping on board. But on the flip side, some stars are losing out on endorsements.

Actors like Zayed Khan, Fardeen Khan, Akshaye Khanna and even tabla maestro Zakir Hussain have lost out on prime endorsements, either because their box office fortunes havent been that good, or simply because they have “outgrown the brand.” “When the star’s career takes a dip and remains low for a while, they do tend to lose out on endorsements,” an industry source said.

For example, Zayed no longer endorses Pantaloons, an endorsement  that he had garnered post the success of Main Hoon Na. However, after his career didn’t take off, his contract with the brand has not been renewed. Similarly Fardeen too lost out on the Provogue brand ambassadorship after the entire cocaine fiasco.

Akshaye was replaced by Saif in the Asian Paints campaign, after his box office magic reduced a little. “Of course, while the main consideration for a brand ambassador has to be that he represents the brand values, it is also true that if an actor is no longer considered cool, then he will not be hot on the endorsements brand wagon. In fact, while a lot of actors have lost out on endorsements, it must be noticed that it is Saif who is getting them all. He has garnered the Provogue campaign, as well as Asian Paints and also Taj Mahal Tea.

With Taj Mahal, he replaced the Wah Taj man - Zakir Hussain himself, who had been associated with the brand for more than 19 years, simply because it was felt that Saif represented the “cool” quotient that the brand hoped to convey,” sources said.