Ram Charan is just next to Mahesh Babu

Ironically, while most leading Tollywood stars take home hefty pay cheques and are brand names themselves, they have taken their time to be lured by the glamour and money that endorsements bring in. With the exception of A list actors like Chiranjeevi, Mahesh Babu and Pawan Kalyan, who have campaigned for international cola brands, others haven’t become brand ambassadors even for local brands. But all that seems set to change, as the younger Tolly heartthrobs seem to have woken up to the advantages of endorsing brands.

Rising star Ram Charan Tej has been signed up as the brand ambassador for a leading soft drink in Andhra Pradesh, while a rival cola brand has hired Allu Arjun as its ambassador. Charan is the latest addition to the list of Chiranjeevi’s family members who have endorsed a cola in AP. Tollywood actress Ileana is a lifestyle brand’s face in South India. Tolly hotties Asin and Genelia D’Souza have bagged prized endorsement projects after the success of their Bollywood movies Ghajini and Jaane Tu Ya Jaane Na respectively.

According to industry sources, Ram Charan Tej, the scion of Chiranjeevi’s family, was roped in for a fancy price tag too. “Ram Charan is Tollywood’s leading sensation who resonates youngsters’ core value with his thirst for life and confidence. He is the face of Andhra youngsters and is an inspiration for the new generation to follow their dreams,” says the spokesperson of the brand. “I am endorsing this product since it’s meant for the youth,” says Ram Charan, who shares screen space with Deepika Padukone in the commercial.