Hindi movies are deafening. It isn't just the films themselves. You can't put a TV set on without one of our cine stars selling/telling/endorsing one brand or other. I've never been a fan of celebrity endorsements. Neither as an ad guy, nor as an audience. Hard nosed-businessmen, so careful with their hard-earned 'moolah', seem to lose all rational thought when it comes to the stars. They shell out crores in the hope that these divas and demi-gods will share a tiny bit of their valuable time to launch a luxury brand. The belief that 'hire film star, stocks will fly off the shelves' doesn't cut it for me. So when Salman recommends, say, Hawa fans, his fans will go screaming into the streets, and purchase this new fan. All because, 'Bhai ne bola'.

Shah Rukh Khan was targeted by right-wing leaders for his remarks on religious intolerance in the country last week; seen here greeting his fans on his birthday