It is one of the biggest such deals and it is between two of the country's two biggest brands Airtel and Sharukh Khan.

The bollywood badshah is reportedly being paid Rs 40 crore to appear in a show sponsored by the telecom major.

Sharukh Khan wants to test your general knowledge and he is promising to reward you crore if you can answer right but what is he getting to ask those questions, a hefty sum of Rs 40 crore.

If the market grapevine is to be believed and it is Airtel the mobile giant who is footing the bill.

After all Sharukh is already their brand ambassador and Airtel feels the returns will be much bigger than what they are investing.

Shahrukh was apparently paid Rs 25 crore for KBC but this time the figure has almost doubled however many are asking whether Sharukh can give any brand the same recall as Amir who is more choosy about his endorsements.

Brand gurus say with Sharukh that is not a problem at all.

Most branding experts contend that Sharukh may be looking at something more than just money in this deal after all the new show will help him reach out to children as well a constituency in which Amir and Hrithik Roshan are already well entrenched.